Lenovo knows the power of email innovation: they’ve been using web crops from Movable Ink to automatically pull products from their website directly into their emails, resulting in a 50% increase in productivity.
But they wanted to take their campaigns a step further and create true, 1:1 experiences for their customers.
That’s why a behavioral marketing campaign was a perfect fit.
Why behavioral marketing?
According to Janrain, 74% of consumers get frustrated when content isn’t relevant to their interests. But when you add behavioral marketing to your email strategy, you’re guaranteeing that the email content you send is always relevant to your customers.
That’s because behavioral marketing leverages your customers’ interactions with your brand — like items or categories they browsed, products they left in their shopping carts, or previously purchased products — and uses those interactions to create relevant emails that people love. You’re no longer sending one-size-fits-all content, instead you are tailoring your emails to fit your customers’ exact needs.
Case study: Lenovo’s behavioral marketing campaign
Using Movable Ink’s behavioral marketing expansion, Stories, along with Oracle Marketing Cloud, Lenovo created a behavioral campaign that automatically pulled their customer’s recently browsed products right into their newsletter.
They simply added a behavioral content block to their regular newsletter that updated automatically with the appropriate products, so there was no need to alter the rest of the content of the newsletter.
The creative in those blocks changes based on what each customer browsed. So one customer might see something like this:
And another customer might see a content block that looked like this:
Thanks to Movable Ink’s Stories, Lenovo created an email experience that spoke to each customer on a truly individual level. Their strategy allowed the team to be more granular in the way they targeted customers.
And because Oracle Marketing Cloud made set-up easy, Lenovo didn’t even need a support team to assist. The campaign was a huge win. Lenovo’s click-through rates went from .18% to 3.12%, successfully seeing a CTR that was more than 17 times higher compared to their baseline.
“Our promotional emails make it easy for customers to shop for what they’re already interested in, and it shows in the results,” said Kevin Walker, Direct Marketing Manager at Lenovo.
Want to learn more about this campaign and Lenovo’s behavioral marketing strategy? Download the case study now.