There are a lot of decisions that go into putting on Email Summit. Millions, probably, if you go deep enough.
But they all come around with one objective: you. The attendees and people who are reading about, and following, the event.
In every discussion and decision, we were asking ourselves how it would affect the experience. Your experience. So it made sense that when it came time to pick speakers and give out the Email Summit Awards, sponsored by BlueHornet, that customer-centric campaigns were the ones that rose above the rest.
Fellow Email Awards judge Daniel Burstein, Director of Editorial Content, MarketingSherpa, and myself sat down on the steps of the (still under-construction) 2015 Email Summit Media Center to discuss some of our award winners and the customer-centric elements of campaigns featured at the Summit.
“The companies that focused on customers, that put their customers first, are the ones that ultimately have the sustainable competitive advantage,” Daniel said.
Our marketing compass points toward true customer-centricity, so it was important that marketers we featured held that same standard.
Daniel spoke about the B2B Award winner he has been working with over the past few months, Ferguson, and one of their main takeaways from their own event effort: Always look to enrich the customer experience.
Ferguson Enterprises generated more than $10 million and growing in online sales by enriching the customer experience within their 90 trade show events, which allowed Ferguson’s vendors to get in front of customers and promote their brands and products.
To accomplish that, Ferguson went from one email per event to a segmented series as well as optimized its onsite event registration for better retargeting.
Read the full case study here.