Improving a critical product launch through journey mapping & trigger communications

The Situation:

The company was marketing several promotions that were recurring each quarter or each year.  For each occurrence, we were creating a new campaign for the same promotion, including new creative, new targeting & list pulls.  This was like starting from scratch each time.  In addition to straining resources, we also realized we weren’t learning enough from the results to optimize the next campaign.  More time was spent on recreating creative than improving strategy.

The Solution:

We decided to create a recurring campaign for regular promotions. We adopted a storytelling approach; using multiple email touches to tell a story and persuade consumers to take action.  The template for each recurring campaign was based on the customer journey and moments that matter to them. We automated the list pull and the creative which made deployment much easier and allowed us to stack results for each campaign to easily see where to optimize.

• Minimized new creative and campaign production
• Put focus on targeting and offer
• Provided framework for optimizing YoY performance

The Result:

• 19% YoY increase in Sales
• 16% YoY increase in Open Rate
• 95% YoY increase in Click-to-Open Rate