Serena & Lily helps its customers create happy homes featuring great design and style. The lifestyle brand has been a customer of AgilOne for four years, relying on the CDP for insights that lead to smarter marketing strategies online and off. I recently sat down with Carla Rummo, chief marketing officer at Serena & Lily, to discuss how the brand uses customer data to more effectively segment and engage their audience with more relevant messages, targeted offers and better overall experiences.
Omer: How has AgilOne's CDP affected how you communicate with your audiences?
Carla: We have used AgilOne segmentation to determine the types of creative our customers see across both email and digital ads. What we have done is basically create four customer behavior segments that we have developed using AgilOne intelligence. Then we send these to Facebook as Custom Audiences. We have been able to customize ad creative to those audiences to get more engagement and more lift. We have also done that with our trigger email campaigns, and we are in the process of revamping the creative. We’ve also used AgilOne analysis to explore new customer acquisition based on product. We made sure our creative and welcome series emails reflect our top acquisition products so those customers are hopefully more likely to convert.
Another thing we do is send emails that are about certain categories to customers who have browsed that category. Say we’re ending a sale event on bed sheets, and we sent everybody a batch-and-blast email in the morning reminding them the sale is almost over. After that initial blast, we want to send an email in the last hour of the sale only to customers who browsed sheets but didn’t buy them. So this saves us an email send, which saves us in unsubscribe rates by making sure we send that second touch only to customers who we think are going to be interested in the reminder rather than inundating folks with multiple emails about something that they might not be interested in.
Omer: Serena & Lily works with both professional interior designers and consumers. How have you been able to adapt your marketing to these different audiences?
Carla: In direct mail, we are using AgilOne segmentation for designers versus consumers. We developed a relatively complex mail segmentation with AgilOne and we are using that segmentation to send catalogs that are versioned for designers to designers and catalogs that are versioned for consumers to consumers. We send larger, more expensive catalogs to designers that also talk about the benefits of the Designer Circle Program. We wouldn't want to send that to consumers as it’s just not relevant to them.