Business Challenge story
Prior to implementing Watson Campaign Automation, the 1-800-GOT-JUNK? team’s email program consisted of batch and blast messages with no strategy, segmentation or customer experience in mind. The company wanted to transition to using more automated, cross-channel programs that would help convert first-time buyers into loyal customers and drive significant revenue.
To achieve its two main goals - increased revenue and customer loyalty and retention – the 1-800-GOT-JUNK? marketing team has implemented several automated campaigns using Watson Campaign Automation, including a customer loyalty program and a call center program, in addition to its regular marketing messages.
Email has already shown itself to be an effective marketing tool at 1-800-GOT-JUNK?, with each message generating up to $180,000 in revenue. However, the team knows that by making emails even more targeted and relevant, their value will likely increase. The Customer Loyalty Program has an open rate of 20 percent and contributes nearly 4 percent to the total revenue driven by email. In the series, the third email, which contains a promotion and a link to the company blog, converts 65 percent more over the second email, and 88 percent more than the first email, indicating that it often requires multiple touches to drive a prospect to convert. In the Call Center Program pilot, the automated emails tied to the company’s call center had a 4.3 percent conversion rate.
- WCE Watson Marketing and Commerce
- Watson Campaign Automation (All Editions)