How Microsoft Store Turned Its Receipts Into a Personalized Customer Touchpoint
Personalized marketing is a customer-centric trend that’s been on the rise, but it’s one of those trends that can seem unattainable.
After all, creating a truly personalized, one-on-one experience between your brand and your customer takes a drastic toll on time, resources and manpower. Or at least that’s what you would think at first glance.
Enter Microsoft Store.
Shawna Dahlin, Senior Email Marketing Manager, Microsoft Store, sat down with Selena Blue, Manager of Editorial Content, MECLABS, at MarketingSherpa Email Summit 2015 to discuss how she and her team made the seemingly unattainable achievable. Shawna created a more personalized email campaign by using data the brand already had available about relevant customer experiences.
To begin, Shawna wanted to change Microsoft Store’s email marketing strategy to make it more personalized, but she lacked the IT resources she needed. To meet this challenge, she developed a plan that would personalize the brand’s email strategy without utilizing IT.
Shawna accomplished this by collecting data that Microsoft Store already had on its consumer base and testing Microsoft Store’s email sends based on this data. Overall, this effort resulted in a:
- 500% increase in CTR for segmented emails
- 300% increase in open rate for segmented emails
- 1,200% overall revenue increase in three years
- 600% increase in revenue per email (for lifecycle)
Learn how, by implementing this data-centric approach, Shawna was able to transform an email send that almost every consumer receives — the receipt — into a successful first touchpoint.
