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How Kele Developed a Personalized Email Strategy

Editor's Note: Today's post comes courtesy of Jennifer Igartua, Marketing Automation Consultant at Bluewolf, an agile business consulting firm. She focuses on the implementation and ongoing innovation of marketing automation tools, and their integration with CRM solutions. Through the optimization of marketing technologies and processes, she helps her clients better understand and engage their customers. Follow Jen on Twitter @Jenny_Iggy.

It’s no new news that to get your ideal buyer’s attention, you need to differentiate your brand and value proposition. Gaining insight into a customer’s unique habits and behavioral trends while engaging with your brand is key to providing a personalized experience. Marketers must first identify each of their diverse buyer types, and then construct a strategy to speak uniquely to each persona.

One of the best ways to target customers accurately is to create messaging and marketing tactics that resonate depending on a customer’s buying cycle or frequency. Many marketers map out their content strategy based on what they think would resonate with customers, but don’t have real insight into what customers actually want to hear. It’s time to develop an email strategy that will resonate with each customer. Check out the case study on how single-source supplier Kele did just that.

Defining Buyer Profiles and Segmentation Strategy
A leading supplier of building automation products, Kele knew their customer interactions weren’t unique enough. Each customer, regardless of whether they purchased three years ago or are a monthly returning customer, was targeted in the same manner.

Kele onboarded Bluewolf as a strategic marketing consultancy. With this change they decided that their first priority was to analyze their customer base to compile accurate segments reflective of customers’ buying patterns. They then created “buying cycle campaigns,” which are automated campaigns that target different customers in a recency, frequency, monetary (RFM) model.

Bluewolf helped Kele identify nine buying cycle segments with corresponding nurture campaigns in their Eloqua marketing automation system. These buying cycles ranged from customers that just purchased for the first time, to top-tier customers who purchase once a week on average. With dynamic segmentation, a contact can flow from one segment to another, depending on their purchase history and frequency. The goal was to create a unique content and communication strategy for each of the nine new segmentations.

Proven Email Marketing ROI Results
Kele set up a structure that allowed for tracking KPIs and proving ROI. By tracking campaign membership, frequency of engagement, as well as coupon usage, Kele gained hard ROI metrics within their nurture campaigns with dynamic, personalized content. In the first six months, Kele doubled the number of campaign members and increased click-throughs, opens, and opt-ins considerably. With increased engagement, Kele was able to attribute $300,000 of its revenue to email marketing. Read the full success story.

Defining Your Ongoing Engagement Strategy
Marketers today must be willing to challenge the status quo and embrace the breadth of customer data points at their fingertips. Analyze your current engagement strategy and how content is (or isn’t) mapped to each customer buying stage. Are you confident that you can identify customer’s buying stages, and accurately speak to each stage?

I challenge you to test your assumptions of your customer type. Prove to yourself that you know how your customer wants to be engaged. A/B test a product pitch against a discount offer in a nurture program. Test consistency or timing of engagement with different types of buyers. Identify the similarities and difference between types of buyers to ultimately become a more analytical marketer by basing decisions on data-proven strategies.

Check out more engaging email best practices in the Guide to Effective Email Marketing.

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