Email marketing is still one of the best ways to reach consumers, but indiscriminately spraying out messaging won’t get you the results you want. The real trick is personalizing your emails to the likes, preferences, and interests of your customers.
Recognizing the importance of creating personalized emails to deepen customer relationships, our retail client realized the need to rethink their digital presence when their current approach wasn’t working. Most notably, their marketing services couldn’t keep up with required turnaround times or provide the level of personalization needed. Plus, they had a lot of data, but couldn’t analyze it in a way that led to insights on what content is most engaging.
They needed a new approach to activate customer data and effectively build and deploy email campaigns.
Working with Persado, a content generation and AI platform company, the Concord team created a fully integrated and streamlined email marketing process that delivered results. We worked with our retail client to create an email calendar on a monthly basis. Through the power of AI, we segmented customers based on previous engagement and could predict words and phrases that best map to their preferences. Once we deployed the segmented emails, we worked with our client to identify learnings that would help craft the best performing messages for future targeted emails.
In just two years, our client has seen a 25% click rate lift and $17.5 million in incremental revenue through its targeted email campaigns. In addition, they gain strategic insights from each email to help continuously formulate targeted marketing campaigns company-wide.
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