Samsung's Get, Keep, Grow Strategy

Samsung Europe has a three-step plan for its lifecycle marketing program: Get, Keep, Grow. In a keynote presentation at EIS EU, Coen Van de Ven, CRM Specialist Benelux, Samsung Electronics Benelux, outlined these stages.

Get is the handshake. Keep is about nurturing users and sending them relevant information depending on their lifecycle phase. Grow is about getting enrichment in database to use for future campaigns.

The company also focuses on optimization and is constantly testing its emails to see what is working and what isn't working. In addition, Samsung wants to ensure that their messaging isn't too complex, "Your grandmother should understand it."

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