Even though the conversion is a high priority, we wanted to add value and nurture customer relationships with every campaign. Subscribers who receive personalized content and have a relevant and memorable experience are more likely to open future emails and, therefore, convert with future promotions.
Today’s consumers are inundated with commercial emails and can become blind to promotional messages, so we had a unique challenge to break through the noisy inbox and get noticed. It starts with understanding customer personas, creating appropriate segmentation and testing every aspect of emails, from timing to subject lines and creative treatments.
Consistency is key and we've been able to ramp up the frequency of campaigns to a degree that maintains interest and awareness, without overloading subscribers and undesirable churn rates.