After taking a look at their business and goals, we planned a few different strategies for utilizing their email list.
First, we knew we had to segment their list so that they could send more targeted communications. We segmented their list into a number of different categories based on the customer’s journey. This included separate lists for leads, prospects, customers, and lapsed customers. By taking this approach, we were able to increase both open rates and click-through rates, ultimately leading to more sales.
Second, after segmenting the list appropriately we implemented a lead nurturing program. A lead nurturing program is a great way to turn subscribers into customers. We provided relevant and targeted content to each segmented list, in order to build trust and relationships with their subscribers. Content such as helpful tips or advice on different ways to serve macarons, educational content, reviews, and regular updates on the company.
Third, in order to hit Macadons goal of having an increase in customer retention. Our strategy included sending weekly campaigns with updates on new products, exclusive tiered offers for different groups of customers based on their spending history, and personal content from the owner.