Hallmark partnered with DEG to set up its baby line email marketing program for long-term success and develop an ongoing strategy for email acquisition.
Following the launch of your brand, it’s vital to have a customer acquisition strategy in place for long-term success and revenue growth. When your brand is not only in its retail infant stage but caters to infants, your business strategy looks similar to new parents arriving home from the hospital—working hard to provide all the nutrients and care needed to help a baby grow.
Hallmark launched its baby product line in 2013 and needed to acquire and grow its email subscriber base to market its products to more parents. The brand partnered with DEG to set up its email marketing program for long-term success and develop an ongoing strategy for email acquisition.
Baby product shoppers can search several websites before making a purchase, so DEG focused on a cross-channel approach to collecting new customer data and retargeting website visitors with engaging ads.
Hallmark had already sent emails introducing its new baby line of products to its subscribers and created a homepage pop-up and landing page for email opt-ins, in hopes of driving consumers to subscribe to the new brand. To build on this, DEG recommended migrating Hallmark’s baby line email program to Salesforce Marketing Cloud to gain a better view of its customers, as well as the ability to target customers through personalized email messages. DEG also developed a strategy for retargeting consumers who learn about Hallmark’s baby line online.