Realising the true value of the email subscriber list

See how we did it...

The Challenge

HarperCollins had something of a ‘batch and blast’ approach to its email subscriber list. Small wonder, then, that its emails suffered from low engagement rates – until Amaze One’s experts, in partnership with Occam, helped find the answers hidden in Harper Collins’ data.

The Solution

We segmented the company’s subscriber list into distinct groups based on past purchase behaviour, click stream analysis and browsing data. We coupled this with each individual customer’s current engagement rate. This resulted in four distinct streams of activity, with content dynamically populated based on each customer’s preferred genres.

The Outcome

Only recently implemented, the strategy is already delivering a better targeted, more tailored set of communications.