I just got off the phone with Cheryl Kahanec, EVP-Digital, for Earth Color. The topic was multichannel marketing, and as usual, Cheryl left me with a lot to think about. In particular, there was one client story that impressed me. Not just because of how the campaign was put together, but because of the work put in beforehand to ensure its success.
The client wanted to streamline its process for follow-ups sent to customers who shopped in its stores. If they made a purchase, the client wanted to say thank you and extend a cross-sell offer. If customers didn’t make a purchase, it wanted to give them an incentive to do so.
Before rolling out the new follow-up strategy, the client spent significant time and effort tracking the behavior of recent customers to determine which customers responded to which channels. It also experimented with the timing. This led to the creation of customer profiles that could be applied to its customer base across the board.
This information determined the strategy going forward. It determined to whom to send email only, to whom to send direct mail only, and to whom to send both. It also determined when to blast the email and when to drop mail for the highest effectiveness.
It was time and effort well spent. EarthColor’s client experienced double-digit increases in its sales and cross-sales. Clearly, the time and energy spent upfront was well worth the effort.
How much energy to your clients spend in understanding channel preferences and timing before deploying their campaigns? How can you help?