Increasing Open Rates Strategically – and Significantly

August 15, 2019 RRD, RR Donnelley

New campaign management to support higher-value strategies

CHALLENGE

With multiple business units, each with varying email marketing objectives, this national hardware cooperative struggled to coordinate personalized marketing across categories to increase customer impressions. Distributing 23 million emails a year to 2.5 million recipients, the retail cooperative searched for a partner that would enable them to maximize the use of Adobe Campaign. One that would help them reduce overall email volumes while increasing open rates.

SOLUTION

RRD Marketing Solutions (RRD-MS) worked with the client to migrate data from several data sources – e.g., loyalty programs, historical responses, e-commerce system feeds – into Adobe Campaign to build the first customer profile.

RRD-MS also managed several other critical activities, such as setting up templates to reduce production time and improve targeting, establishing efficient campaign workflows, and training staff. In total, we helped set up seven campaigns and provided interim campaign management while the client came up to speed.

RESULTS

One, full-circle customer view
 
163% open rate increase
 
20% reduction in campaign cycle time

The new campaign management process allows this cooperative’s marketing associates to execute campaigns independently, reducing administrative time and supporting higher-value, strategic activities.

According to the client’s campaign manager, the results have been significant:

“Our ability to segment customers in more granular ways is having a big impact on our marketing effectiveness … Now that we have an improved understanding of our customers, and we can run our campaigns more efficiently with Adobe Campaign, we’re looking forward to providing our customers with even more relevant, targeted experiences.”

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