Streamlined Campaign Management Increases Open Rate, Reduces Cycle Time | Retail

4/8/2024 RRD

Precision Dialogue’s end-to-end email marketing support boosts engagement and efficiency for leading retail cooperative

CHALLENGE

A national retail cooperative had multiple business units with varied email marketing objectives. As a result, they found it challenging to coordinate personalized marketing across categories to increase customer impressions. The task was to disseminate a staggering 23 million emails annually to 2.5 million recipients. 

Since this was difficult to manage with in-house resources, they sought a strategic partner that could help streamline this process. The client ultimately needed assistance leveraging the Adobe Campaign tool to reduce email volumes and increase open rates.

SOLUTION

RRD's Precision Dialogue team worked with the client to migrate data from several sources — such as loyalty programs, historical responses, and e-commerce system feeds —  into the Adobe Campaign tool to build the first customer profile. Precision Dialogue also managed several critical activities such as setting up templates to reduce production time and improve targeting, establishing efficient campaign workflows, and training staff. The team helped create seven campaigns and provided interim campaign management while the client came up to speed.

RESULTS

The new campaign management process allowed the marketing associates to independently execute campaigns, reducing administrative time and supporting value-add strategic activities. Armed with an improved understanding of customers, the client could run efficient campaigns with Adobe Campaign and provide customers with increasingly relevant and targeted experiences.

Precision Dialogue’s support helped the client achieve:

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