‘Crawl, Walk, Run: How Ferguson began customer-centric email habits to generate over $21 million in online revenue’ – MarketingSherpa Blog
Courtney Eckerle says, “I’ve interviewed around 500 marketers since I started as a reporter at MarketingSherpa. Looking back, most of those conversations are inevitably a bit of a blur, but it’s marketers like Mary Abrahamson, Email Marketing Specialist, Ferguson Enterprises, that truly stand out.
Mary was a first-time attendee at MarketingSherpa Email Summit 2014, and took back what she learned to her office and implemented a transformative, customer-centric campaign that led to her winning Best in Show at Email Summit 2015.
“I learned a lot at Email Summit last year, and coming back [to the office], I felt like we were in an okay place, but we had a lot of room to grow,” she said, explaining that the team began taking steps to refuel their database.
When the team began making changes to view the email program as a whole enterprise, they took what Mary referred to as the “crawl, walk, run approach,” which is where they started off small and went back to optimize later“.
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