Email Marketing: Learning about your customer
Watch the full session at http://www.marketingsherpa.com/replays Marketers know that automation often means more relevant interactions, but actually utilizing it to that end takes a long and thoughtful process. Mary Abrahamson, Email Marketing Specialist, Ferguson, went from a first-time attendee at MarketingSherpa Email Summit 2014 to Best-in-Show winner at MarketingSherpa Email Summit 2015. In that year, Abrahamson’s team looked to automate the email process to allow for tailored content based on customer type and segment. They segmented based on four factors: • Company ZIP code • Job title • Company size • Trade type At MarketingSherpa Email Summit 2015, attendees heard how – by the time of the event – Ferguson Enterprises generated over $21 million in online revenue by enriching the customer experience. Watch as Abrahamson shares those details, as well as how she and her team moved two customer personas through the sales funnel.