Three years ago, HBR used email to push out one promotion per week for the core business, with no testing, no creative updates, and thoughtful segmentation. How did they turn around a program grounded
in an aging, stressed database with primitive segmentation? How have they learned to handle a maturing email program that tries to conquer the daily flood of requests and still innovate? Harvard
Business Review's Nini Diana, Dir. of Consumer Marketing, discusses how by 2022, they've made substantial improvements in messaging customers and readers.
Professional sports players may get a break during the off-season, but for the Arizona Cardinals' marketing team, this is the time to engage fans on a different level and aim them toward season ticket
products. Arizona Cardinals' Email Marketing Analyst, Angie Weyman, explains how the brand is using hyper-segmentation routines to isolate season holders from ticket buyers from non-buyers in order to
tailor messaging for these different relationships with the team brand. Their use of dynamic content insertion and careful measurement is giving them a fuller picture of these different fan sets and
what it takes to engage them whether players are on or off the field.
When omicron began surging in December, Ro became an unlikely destination for rapid Covid tests. With plenty of tests in stock, Ro strategized a CRM campaign to spread the word. In this fireside chat
with Amy Heir, Ro's Senior Director of CRM, you'll learn how Ro navigated the CRM push for rapid Covid tests and prioritized segmentation. Amy will share the steps her team took to make sure Ro could
get tests in everyone's hands. She'll touch on targeting, knowing your customer, testing, and more.
What do you do when faced with poor inbox placement rates and high spam rates in GMAIL? If you're Terminix, your email hero begins a deliverability journey. Segmenting the audience by engagement
addressed the problem, but that led to decreasing list sizes. Tune in to hear how our hero juggled deliverability, customer acquisition and conversion goals.
The path to customer loyalty will be mobilized, but cracking consumers' limited app awareness and reuse takes a multi-pronged approach. Fazoli's chief marketing officer, Jodi Conrad, explains how the
QSR brand used aggressive acquisition tactics, streamlined interface, 360-degree promotion, and data-driven segmentation to grab home screen mindshare. The results not only grew the topline loyalists
number but also bottom line participation and revenue.
Shouldn't there be a little more mystery, and segments? Won't reading emotion be even creepier?