Lifecycle and Loyalty Marketing
World Market is a national specialty retailer that sells a wide selection of home decor, furniture, gifts, and international food and drinks.
My
Story
Weaving Narratives: Elevating Campaigns Through Storytelling
When I first joined, the campaign planning process was a bit of a free-for-all, mostly driven by merchant priorities. I took the reins, owning the company calendar and promotional strategy. My goal? To weave storytelling into the mix, creating cohesive campaigns and messaging in close collaboration with the merchandising team.
On the CRM side, I gave the loyalty program a much-needed revamp, and the results speak for themselves: an 11% bump in open rates and a 17% jump in click-through rates. I also layered in personalized elements and ramped up triggered messages. And, because efficiency matters, I updated the segmentation process, saving the department roughly $280k annually and slashing build time by a whopping 70%.
Results
25%
higher open rates
50%
increase in revenue per email
93%
of subscribers retained
Program
Promo Messaging
300+ emails sent yearly promoting new arrivals, seasonal trends and promotions
Triggered Messaging
Customer activated triggers such as abandon cart, rate and review requests, browse abandon, cross-category upsell, and more
Loyalty Messaging
Loyalty email program consisting of triggered rewards messaging and rewards trackers integrated into promo messaging
Creatives
Promo Email
Holiday Sackcloth Gifting Campaign
This email promotes a partnership with Sackcloth + Ashes, highlighting charitable giving by donating a blanket to a homeless shelter with every purchase, and encourages shoppers to explore a curated selection of cozy and stylish throws.
