Platform
Salesforce
Categories
URL
White Stuff
Daily emails and lifecycle email set up for retail brand
During the coronavirus pandemic, I took on a short term six month role at retailers White Stuff with the brief to improve the development of the BAU emails and to implement automated lifecycle campaigns for customer retention.
Using past experience with Salesforce Marketing Cloud and AMPscript, I introduced more sophistocated lifecycle campaigns, from promo code claiming to data driven emails to target customers based on their actions.
WHITE STUFF
Daily Newsletters
The BAU emails would usually encompass roughly 20 email build in a week, usually split between Womenswear and Menswear emails and then translated into German.
WHITE STUFF
An updated template
The the initial emails were mostly out of the box, so I build bespoke templates from scratch to standardise builds and keep them perfect to the design.
WHITE STUFF
Lifecycle
Outside of Welcome emails, there were little to none life cycle programmes in operation – with virtually no personalisation.
I implemented various reward and follow up personalised programmes to help with customer engagement and retention. Please follow my blog on how to set up promo code claiming to see how that was implemented.
The results
The lifecycle programme saw an uplift of £2m demand for the year, with continued analysis of email performance set to see that increase. The BAU email audience saw a growth of 14%
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Andy has brought a professionalism to the CRM department, driving efficiencies (making emails work harder for less effort) and has seamlessly fitted into the team, very much liked by all colleagues. Andy’s first task was to build the email lifecycle program, which is now delivering +£2m of incremental demand per year
