Helping SKS Stay True To Food & All Of Their Audiences
SKS Appliances is part of the LG Appliances house of brands and their high-end, luxury offering. With appliances that cost $10K plus, they had been using one general newsletter to communicate to each of their four audiences. We saw the opportunity to segment their emails and and lists in a way that we could tailor the messaging to the audience vs. lumping them all into the same newsletter list.
Breaking Down The Messaging Strategy By Audience
We started by diving into each persona and uncovering the underlying motives of each. We created a messaging map that would help drive the segmentation for each email that we made. Ultimately, each month, we’d take a series of topics and craft each email through the lens of the persona to make the messaging as relevant as possible.
Customizing The Journey By Segment
Below, you’ll see an example of how I customized the content and the copy by audience to align better to each persona. This meant positioning the copy in the correct way for the audience, moving modules around based on importance, and bringing in different topics, like recipes for consumers, to ensure relevancy.
Note: Surprisingly, their audiences skewed slightly toward desktop, so we designed for desktop inbox first as a two-column layout and created single-column for mobile.
BUILDERS
DESIGNERS
CONSUMERS
DEALERS
Cooking Up Some Impressive Results
Ultimately, our recommendation to customize and segment their newsletter by audience paid off. Check out the stats below to see how we improved engagement, leads, open rates, and click through rates.
Increase In Click Through Rate
23%
Increase In Open Rate
17%
Increase In Leads