In the notoriously challenging luxury brand segment, an innovative customer segmentation strategy raises activity metrics and sales.
One of the perennial challenges of the luxury brand is how to maintain an impression of quality and exclusivity while encouraging consumers to broaden their purchase considerations beyond special occasions.
Accordingly, email marketing metrics for luxury brands tend to be notoriously low.
In partnership with the technology development firm engaged to build and manage Waterford’s database marketing programs,we developed a comprehensive direct mail strategy designed to exceed industry metrics and substantially increase digital channel revenue for Waterford.
- Continue to heighten awareness of, interest in and demand for the Waterford Crystal product line among their current customer base.
- Design and execute a comprehensive online email marketing campaign to the existing list of Waterford Crystal database.
- Begin a testing strategy implementation
- Re-launch the society newsletter
- Maintain and increase open, read and click levels above industry standards
Using a highly innovative segmentation approach along with campaign optimization, we were able to raise Waterford’s open and click-through rates to where they matched or exceeded general consumer product averages.
