‘The Spring Clean Up’ - Data Strategy Project: Bloor Homes
Data Strategy • Email Marketing • CRM • Campaign Messaging • Automation
Problem
For most, GDPR was a mandated chore.
But instead of just ensuring compliance, this was as an ideal opportunity to deepen our understanding and build relationships so we can send more relevant, personalised, contextual marketing messages (and give just the right amount of help exactly when buyers needed it most).
Ambition
Enhanced data hygiene and accuracy for maximum engagement and conversion
Understand customer engagement patterns and position in sales funnel
Empower subscribers to control their content and permissions
Improve deliverability, boost sender reputation and reduce unsubscribes
Gather deep customer understanding and actionable insights
Solution
Together with a new preference centre, the automated “Spring Clean Up” campaign allowed us to have some fun creatively, writing with a wink and a smile whilst adding a healthy dollop of wit and personality.
We knew some recipients would miss the clean up emails, so using email automation software, pre-defined behavioural filtering rules were set up to trigger different email messages based on the actions recipients take - or more importantly, don’t take.
Impact
