![]() Using Iterable’s Experiments tool, Lovepop can test several subject lines on small segments of a broadcast audience for two hours after deployment. Lovepop was able to solve a major weakness of subject line testing: capturing the improved engagement and monetization in real time instead of waiting for the next similar campaign to deploy the “winning strategy.” “For us, subject line testing has been the most valuable, because finding the right one can really move the needle on performance. “Everyone should always be testing,” Ally says. We also have developed a journey in Iterable that runs through our list segmentations daily and updates our Custom Audiences automatically.”Įnabling Data as the Thermostat in an “Always Be Testing” FrameworkĪnother game-changer for the Lovepop team has been being able to ramp up its testing program. “With Tealium’s AudienceStream providing a unified view of the customer, we have been able to launch campaigns that are complementary to those running in Iterable across all other marketing channels. For example, we can pull customers identified by our integration with Tealium AudienceStream, our customer data platform (CDP), who have ordered specific product types or who bought from a collection in the last six months.” “On some platforms it can be hard to get segmented customer lists, but it’s so easy in Iterable and saves us at least 2 hours per week. “The segmentation tool is fantastic,” Ally says. Using an integration with tech partner Lytics in the Iterable platform, Lovepop adds dynamic content modules populated with individualized product recommendations to broadcast campaigns introducing seasonal designs and product lines. “It’s definitely our biggest channel for driving repeat purchases and getting customers back to the website.”Īs part of its “customer happiness” goal, Lovepop relies on segmentation and 1:1 real time personalization to send meaningful messages, especially as it expands its product lines and designs to appeal to new customer segments. ![]() “Email has been part of the Lovepop strategy since Day One,” Ally Chapman, Lovepop’s Retention Marketing Manager, says. This helps Lovepop reach a wider audience, beyond its greeting-card enthusiasts. Lovepop connects with customers in both traditional direct mail-a 20-page seasonal catalog sent five times a year-and a powerful combination of social and email marketing. Harnessing the Power of Individualization
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