One of ExactTarget's good friends and clients, Heather Marsh of
Johnston & Murphy, has taken the stage here at
MarketingSherpa's Email Summit '09. After a quick survey of the men in the audience as to how many love to shop (4 out of about 250+ raised their hands), she shared a bit about their strategy:
- Data is the critical foundation of their email marketing program.
- Data allows them to segment to make their emails more offers more relevant to different customer groups.
- To create their segments, they work with Customer Portfolios to do predictive, behavioral modeling. This allows them to find commonalities that they translate into usable email segments.
- Segmentation cannot work without data; accordingly, it is imperative that they create incentives for store associates to capture email addresses.
- To ward off fraud or authorized opt-ins, they have checks & balances in place to review in-store opt-ins closely.
The three types of email that Johnston & Murphy sends include:
- Email marketing "blasts" to everyone
- Lifecycle emails (Welcome Series, Repurchase Series & Reactivation Series)
- Lifecycle emails (which take priority over email blasts to avoid inundating subscribers with too much email volume)
For more on Johnston & Murphy's email marketing strategy, be sure to view our recent webinar,
Building a Retail Email Marketing Powerhouse, featuring Heather as well as Nick Godfrey from Customer Portfolios.
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