One of the perennial challenges of the luxury brand is how to maintain an impression of quality and exclusivity while encouraging consumers to broaden their purchase considerations beyond special occasions. Accordingly, email marketing metrics for luxury brands tend to be notoriously low.
In partnership with the technology development firm engaged to build and manage Waterford’s database marketing programs, we developed a comprehensive direct mail strategy designed to exceed industry metrics and substantially increase digital channel revenue for Waterford. Its goals:
- Continue to heighten awareness of, interest in, and demand for the Waterford Crystal product line among the current customer base.
- Design and execute a comprehensive online email marketing campaign to the existing Waterford Crystal list.
- Begin a testing strategy implementation.
- Relaunch the society newsletter.
- Maintain and increase open, read, and click levels above industry standards.
Using a highly innovative customer segmentation approach, along with campaign optimization, we were able to raise Waterford’s open and click-through rates to match or exceede general consumer product averages.