Denon, Marantz & HEOS
// E-mail marketing & CRM change
Oracle Eloqua
Platform Transition
E-mail Marketing Strategy & Automation
The Issue?
E-mail marketing had never taken off at D&M. Whenever new products came, or a lot of updates this news was bundled and sent out. A very much sender driven, and bit outdated scenario. With a product range varying quite a bit between high and low priced there was also no case of personalisation.
The Solution?
I drove a project that made a global change to start using Eloqua (Oracle) for all of our CRM (starting with marketing calendar items) efforts.
With a fairly small team, we also tried to optimize a lot of automation possibilities as well as created a soft landing (preventing cognitive dissonance) for customers entering the Smart Speaker (HEOS) category.
We implemented a best practices and tips and tricks approach that gradually sent customers things they could do with their products. Eventually lowering the amount of product returns and customer service contacts.