Decorating a home is a process heavily influenced by an individual's personal tastes. Wisteria, an eclectic home and garden accessories retailer, looking to highlight those individual preferences in its email marketing program, has selected SilverpopTM, the only provider of a scalable, integrated email marketing and marketing automation platform, as its email marketing service provider.
"Personalization is an important aspect of interior design and we wanted to reflect that in our email marketing program," said Wisteria's strategic marketing manager Kameilia Overton. "With Silverpop EngageTM, we will be able to tailor our messages to the specific interests of each customer-just like if we were interacting with them face-to-face. And we can do so quickly and easily, which is also important as we have a fairly small marketing team and want to spend time focusing on strategy as well as execution."
With one retail store in Dallas, Texas and a strong online presence, Wisteria has two separate audiences it interacts with several times per week, sending both promotional and branding emails. The retailer plans to take advantage of Silverpop Engage's behavioral segmentation and preference center capabilities. By doing so, Wisteria can deliver content to subscribers based on the preferences they state and what Wisteria is able to learn by paying attention to customer behavior. By using both techniques to carefully listen to their customers, Wisteria will be able to deliver personalized content to its subscribers, improving customer loyalty and increasing revenue.
"Wisteria is a great example of a marketing department that understands the importance of taking advantage of all the tools at its disposal in order to improve the customer experience," said Loren McDonald, vice president of industry relations for Silverpop. "Customers want more personal attention than ever, and marketers are faced with a growing demand for relevancy. Ironically, to be more personal, you often have to be more automated-relying on a product like Engage to help you collect important behavioral information and create very targeted programs that make the customer feel heard and important."
Silverpop (silverpop.com) is the only marketing technology provider that offers a powerful marketing automation solution built atop a scalable email marketing platform. The company has more than a decade of experience empowering marketers to deliver highly relevant communications that efficiently drive revenue while also building brand loyalty. Companies rely on the Silverpop Engage platform to create and manage sophisticated multichannel marketing campaigns that nurture customer and prospect relationships from interest to conversion and beyond. Silverpop's industry-leading thought capital, strategic counsel and customer service, combined with an extensive ecosystem of world class partners, allow its customers to quickly and cost-effectively automate even the most complex campaigns-improving marketing results and increasing ROI. With a presence in the United States, Europe and Australia, Silverpop is trusted by leading brands around the globe.