Commentary

Email Marketing Sector Campaigns Retail, Subscriber Re-engagement

When OxiClean, a leader in the Stainfighters category, saw an opportunity to engage with current consumers in a more personalized way, it faced the challenge of having no data points on the existing consumers, and not having spoken with them in almost a year. A new multi-stage CRM program enabled Improved targeting (through ongoing high-value consumer data collection) and priming for Spring, at-shelf (through increased mindshare, consumer grasp of versatility, frequency, and product portfolio). The campaign drove engagement, averaging at 21% rate among the unengaged audience.

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