More targeted messages with less work

To achieve its goals, SportPursuit has been using Acoustic Campaign, which enables it to build, run, and measure the results of highly targeted campaigns without inefficient manual processes.

Bell comments, “We’re constantly testing, from a macro-level to the subject line. Everything we’ve seen points to increased personalization leading to better conversion. Our emails are highly personalized based on user behavior. We want to present members with products relevant to them, in their size and following their sport interests. Our browse abandon retargeting emails are some of our highest performing sends. We base them on the products customers have viewed in the last week — that we think they’re most likely to convert on — and build out an individual email campaign for that user with related products.”

SportPursuit uses the Programs features of Campaign to help with lifecycle management and run automated campaigns that are triggered by customer actions. “The way it’s set up allows us to use machine learning models and complex algorithms to build out personalized customer content.”

“We utilize the relation table and child relation table features in Campaign to do this — which enables us to very efficiently deliver as much personalization as we need, from basic segmentation to true one-to-one personalization where you’re building all of the content within that email for the individual.” Daily “one size fits all” emails would soon be blocked; truly personalized emails are engaging and generate sales.

As its personalization has become more precise, SportPursuit sees even more opportunities to improve Campaign and has sent that feedback to Acoustic. “We’ve seen developments for Campaign come through, things we’ve asked for that help personalization efforts like the child relation tables. Campaign can deliver high-level personalized campaigns for us in a reliable way, which we really like. We can plug in complex automation and algorithms, and it utilizes that data. We find it really consistent for getting personalized campaigns built and in front of the customers quickly and efficiently.” And that means delivering 45 million emails per month, across over 150 distinct campaigns, built and sent by a team of just three people.

Campaign not only helps with more precise targeting, but also with the efficient delivery of those messages. “The relation tables are fantastic, enabling us to do the personalization efficiently. We have been automating some of the more repetitive tasks to allow us to focus on other things. You can build a relatively complex, segmented email, and deliver it to customers in minutes in some cases. The way we use Campaign enables us to operate really efficiently.”

SportPursuit

Overview

challenges

solution

results

about

Details

Benefits

Industry