On The Beach offers fully customizable travel packages — mixing flights, hotels, dates, and more — giving customers complete flexibility. However, this makes personalized marketing a real challenge for On The Beach. 

• Endless combinations = overwhelming data. The marketing team struggled to turn all those options into personalized campaigns. Their previous marketing solution couldn’t translate the complexity into targeted campaigns.
• Generic campaigns = missed opportunities. Without the ability to personalize, they defaulted to promoting trending or popular packages — missing out on the nuanced preferences of individual travelers.
• Limited targeting = shallow impact. The result? Broad messages that couldn’t follow the full customer journey or speak to what truly matters to each traveler.

Unisport was using email marketing and communications to connect with customers but was missing the ability to segment its audience of customers and then take meaningful action with personalized marketing communications to those segments.

Not being able to separate subscribers based on their activity level with the brand — active, passive, dormant, etc. — meant that Unisport had to bring in customer data from a different platform, making email marketing a largely manual process.

Unisport needed to consolidate its customer data into a single solution that would allow it to segment its customer base and connect with customers to offer a limitless ecommerce experience.

As the team at DFS knows full well, the nature of the ecommerce furniture business differs greatly to many other categories. Most customers have a significant average order size and make purchases far less frequently than say, at online grocery stores or online fashion retailers. After all, just how often do you need a new couch or bedroom set for your home?

Once customers have purchased their furniture, it isn’t a wise business decision to keep emailing them about buying another piece of that same furniture. Because if the quality of the original product is good, said customers won’t need another one for quite a while.

The lengthy sales cycle and time in between reactivation means that DFS must be clever about email follow ups after purchases, customer relationship management, and about how it contacts customers via email in general. Being able to combine collected data from both in-store and online experiences helps, but what is the most effective way of using that data to provide limitless personalized experiences to customers?

The River Island marketing team was looking for a way to fine tune its email program. Specifically, the team wanted to improve domain reputation and build trust in the brand by offering a good customer communication experience. The team wanted to accomplish these goals while not losing revenue from email.

Sending too many emails to inactive customers can annoy them and lead to high unsubscribe rates — which can negatively impact your email deliverability. At the same time, sending too few emails to loyal customers could lead to a drop in revenue. The team needed to find that sweet spot of sending the right amount of emails to the right customer.