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Harlequin: Boosting Reader Engagement and Revenue with AI-Powered Email Campaigns
技术
- 传感器 - 声学传感器
- 传感器 - 条码阅读器
适用行业
- 电子商务
适用功能
- 采购
- 销售与市场营销
用例
- 预测性维护
挑战
Harlequin Enterprises ULC 是一家领先的言情小说出版商,面临着在一个财政年度内大幅增加电子邮件收入的挑战。尽管拥有专门的电子邮件营销团队和强大的电子邮件程序,但由于该公司提供的内容数量庞大且浪漫子类型多种多样,这项任务仍然艰巨。每个月都会有 110 多本新书发布,引导读者找到完美的图书搭配是一项复杂的任务。该公司的电子邮件团队由两名全职营销人员组成,负责为整个浪漫部门提供内容营销和客户沟通。他们一直在使用 Acoustic Campaign(以前称为 Campaign Automation)来细分和优化订阅者数据库,但增加电子邮件收入的目标要求他们找到更好地利用该软件的方法。
关于客户
Harlequin Enterprises ULC 是全球领先的言情小说出版商,已向全球读者售出超过 67 亿册图书。该公司提供多种浪漫子类型,从当代故事到励志浪漫故事再到超自然故事。 Harlequin 每月出版 110 多本图书,并拥有专门的电子邮件营销团队,为整个浪漫部门提供内容营销和客户沟通。该公司的时事通讯订阅者每月会收到两到六封电子邮件,具体取决于 harlequin.com 上的个人购买活动和电子邮件打开率。哈立群 (Harlequin) 成立于 1949 年,总部位于安大略省多伦多,是全球第二大消费图书出版商哈珀柯林斯出版社 (Harper Collins Publishers) 的子公司。
解决方案
为了应对这一挑战,Harlequin 的电子邮件团队使用 Acoustic Campaign 软件发起了多项活动。他们针对放弃浏览和购物车的网站访问者实施了包含动态内容的电子邮件活动,从而获得了很高的参与率。该团队还优化了 Harlequin 针对新订阅者的欢迎电子邮件,将其从一封电子邮件更改为一系列四封电子邮件,每封电子邮件都包含开始使用 Harlequin 的最佳方式。这一变化导致欢迎电子邮件收入显着增加,并提高了平均订单价值。在这一年中,该团队使用该软件的人工智能驱动的绩效洞察和报告功能来分析结果并进一步优化所有活动。他们围绕主题行进行了 A/B 测试,并分析了有关不同细分市场的电子邮件性能和收入生成的数据。
运营影响
数量效益
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