Crawl, Walk, Run: How Ferguson began customer-centric email habits to generate over $21 million in online revenue

I’ve interviewed around 500 marketers since I started as a reporter at MarketingSherpa. Looking back, most of those conversations are inevitably a bit of a blur, but it’s marketers like Mary Abrahamson, Email Marketing Specialist, Ferguson Enterprises, that truly stand out. Mary was a first-time attendee at MarketingSherpa Email Summit 2014, and took back what she learned to ...Read the full article

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.