Penguinspiration! Using segmentation to inspire your customers
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Segmentation Base camp presented by: Zainab Juma, Email and CRM Manager, Penguin Random House Helena Symons, Account Director, Blueberry Wave Suzy Race, Account Manager, Adestra
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Penguinspiration! Using segmentation to inspire your customers
- 1. #emailsummit Penguinspiration Using segmentation to create a bookshop experience
- 2. Zainab is Email Marketing and CRM Manager at Penguin Random House. She has worked in marketing for four years, starting off at an independent publishing house before making the move to Penguin.
- 3. Helena is a Account Director at blueberrywave. She has strong credentials in CRM and database management services, including customer loyalty, acquisition and retention. Delivering full 'end to end' CRM solutions, from the development of single customer view databases, campaign management platforms and fully integrated a multi-channel marketing strategies.
- 4. Leigha is a Key Account Manager at Adestra. She has worked in email marketing for six years and has been at Adestra for three of those. Leigha works closely with Adestra’s top tier clients, including Penguin Random House.
- 5. Email Summit 2015 • Background and Objectives • How PRH approached the project • Results • What they learnt • Q&A Agenda
- 13. Email Summit 2015 • 75% open rate in first month • 59% average open rate over lifecycle of project • 9.2% click to open rate Results
- 14. Email Summit 2015 • Higher number of real conversions on 6.5k Penguinspiration list than on 210k Penguin list Results
- 15. Email Summit 2015 • Objectives • Data Collection • Design • Insight • The Future! What we learnt
- 16. #emailsummit Q&A
- 17. Thank you @adestra adestra.com For more information please contact us: +44 (0)1865 24 24 24 or email moreinfo@adestra.com
Editor's Notes
- Questions: Where did the project come from? What was the brief? What business and consumer considerations did you have bear in mind when devising the project?
- Consumer insight
- Question: How did your objectives and your end product shape your data collection? Note: Mention demographic survey element.
- What goes into the emails? How do you approach the creative in relation to your audience segments? How often does it go out? Why are there four versions of the email? What distinguishes each of them?
- Mention design as a consideration
- Questions: What did you learn about your subscribers? Were any of your assumptions about them challenged in any way? How has Penguinspiration been received around the business? What’s next for Penguinspiration?