Steelcase is a global company, leading the industry in workplace products and furnishings, with a history of over 100 years.
As a B2B company, Steelcase has been using email marketing
to promote their new product launches, but proved ineffective. The challenges they faced were:
- Unclear database management wasted time selecting appropriate customers
- Low email opening rates and low click-through rates
RADICA helped to outline a step-by-step for Steelcase to follow
to make marketing campaigns more targeted and streamlined.
Customer management & segmentation
Customer data was analysed and organised to be more complete and accurate. Further analysis suggested segmentation by regions would be most effective.
As the majority of Steelcase's clients were viewing the emails on mobile platforms, RADICA designed and developed mobile-responsive templates. Additional information and call-to-actions were added to thank-you emails to engage customers further.