Support us in our email marketing efforts and develop a CRM and loyalty marketing strategy to build stronger relationships with our customers and reduce dependency on discount promotions.
Execution
Digital transformation
- Marketing automation implementation: Designed, developed, and implemented the platform and automated campaigns.
- Embracing data-driven approaches: Praxis initially relied heavily on promotional flyers. By showcasing the results of marketing automation campaigns, I convinced them to adopt a data-driven approach, which I then implemented.
- Customer data analysis: Conducted a thorough database analysis, revealing insights into average purchases, purchase frequency, engagement, and the high dependency on discount promotions (40% of total revenue).
Operational management
- Managed email marketing and automation services: For four years, my team and I managed the entire email marketing and marketing automation operations, including concept development, design, production, implementation, data management, standard A/B testing, and channel management using detailed reports.
- Inspiration sessions: Organized regular inspiration sessions for Praxis staff to keep them updated on the latest trends in interaction design, technology, and practical applications.
Business transformation
- Customer journey insights: Through a customer journey map, I helped Praxis understand how to communicate at every phase of the journey to meet specific customer needs, highlighting existing pain points and opportunities.
- CRM and loyalty marketing strategy: Developed a strategy based on the adopted data-driven approach and the insights gained from the customer journey map.
Results
- Improved email marketing and campaign KPIs by 15-35%.
- Created an improvement plan covering interaction and visual design, HTML code, and campaign flows, informed by segmentation from the earlier data analysis.
- Presented and secured executive approval for the CRM and loyalty strategy.