The results were outstanding:




  • Email & SMS revenues grew by 40% year-over-year
  • Channel engagement increased by 200% in over a three year period
  • Send volume decreased by 50% (sent fewer emails, made more revenue)
  • Unsubscribes decreased by 20% (better emails = fewer unsubs)


The results transcended simply email & SMS. Adorama eventually became recognized as a place for content creators to grow into professionals due to our email, SMS and CRM strategy that was helpful, expert-driven and personal.

The Challenge

Adorama, a mid-market electronics retailer, suffered from a merchant-driven, batch and blast approach to their email, SMS and CRM strategy, de-prioritizing the customer experience and journey. Adorama's heavily promotional, product-centric approach resulted in high churn rates, low subscription rates and decreasing email & SMS engagement.

The Process

I created a comprehensive 360º customer-centric turnaround of their email & SMS program by implementing a few core strategic pillars:




  • Strong Tech Stack: I onboarded a new ESP, integrated third-party tools and staffed our team with customer-first data driven experts to run the tech.
  • Segmentation + Personalization: I refocused our campaigns, automations and journeys to excel in customer segmentation and personalization, leveraging recommendations, AI and machine-learning to personalize on a 1:1 level.
  • Automation + Multiplication: once I perfected our campaign and day-to-day process, we scaled our winning campaigns / journeys using automation, multiplying the experience across different product lines, cohorts and lifecycle stages.


In addition, I was able to get buy-in from the merchant teams - as well as IT, Customer Service and Ops - enabling me to create more robust campaigns that blended product expertise with customer-centrism, resulting in a fantastic cross-channel and omni-channel experience for our customers.

The Solution

The results were outstanding:




  • Email & SMS revenues grew by 40% year-over-year
  • Channel engagement increased by 200% in over a three year period
  • Send volume decreased by 50% (sent fewer emails, made more revenue)
  • Unsubscribes decreased by 20% (better emails = fewer unsubs)


The results transcended simply email & SMS. Adorama eventually became recognized as a place for content creators to grow into professionals due to our email, SMS and CRM strategy that was helpful, expert-driven and personal.

Skills Used

Email Marketing

Industry

Electronics

Results by the numbers

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