Sarah Esterman, Lifecycle Marketing Manager, Simple
Marketers often focus on using email marketing to plug leaks in a customer conversion process by, for example, sending abandoned cart reminders to prospective customers. However, email can also be used to optimize the experience for existing customers and, in doing so, improve adoption of customer actions that lead to profitability.
To help you use email to optimize your customers’ experience, we’ll explore a case study from a company in an industry with one of the most complex customer onboarding and lifecycle processes – financial services. (If a financial company can reduce friction in its processes, yours will seem like a breeze in comparison.)
In this session, Sarah Esterman, Lifecycle Marketing Manager, Simple, will share how her team maintains an overall average open rate of more than 50% by using email marketing to overcome areas of customer friction discovered through:
- Customer service calls and chats
- Mobile and desktop device usage
- Customer actions
- Customer empathy