The Brand Spotlight podcast is a new initiative from eFocus Marketing, a specialist email marketing agency. Every month, the podcast focuses on one brand and the marketing tactics that are working for them.
In the first episode of the podcast, you can find out how Vision Direct has been using Fresh Relevance and dotdigital to send personalized emails. Emma Haskell, Head of Customer Retention at Vision Direct, talks through:
- Why personalization is crucial to a customer-centric marketing strategy
- Examples of successful email campaigns
- How to acquire emails and move customers towards their first purchase
- The best tools to build and personalize emails
You can listen to (and watch) the full podcast here:
How Vision Direct drives click-throughs with personalization
The first task was to set up an email acquisition program to generate relevant, engaged subscribers. The company worked with Fresh Relevance to implement and fine-tune a GDPR compliant popover. For more detail, check out the dedicated success story here.
Once customers have signed up, the next stage is to move them along the purchase journey with highly personalized emails. Vision Direct uses dotdigital to easily build and send emails, which are then personalized with dynamic content via Fresh Relevance.
Personalized content includes recently viewed products and latest purchases to encourage customers to re-order. The impact of these product recommendations has been impressive, with the company recording a 557% increase in click-throughs.
Want to find out how Fresh Relevance works with your ESP to send highly personalized emails? Get in touch with our team of experts: