Increased internal productivity through optimising roles and shifting responsibilities to the email CRM team.
Increased internal productivity through optimising roles and shifting responsibilities to the email CRM team.
Standardise brand experience and CX

Overview

Our client is a Fortune 500 company and a global leader in consumer cyber safety. They secure devices, identities, online privacy, home, and family needs of close to 50 million consumers, becoming a trusted ally in a complex digital world.

Problem

Lister entered a partnership with the client to streamline client’s consumer lifecycle marketing communications and migrate 12 departments communications to customers spread across 190+ countries across North America, LATAM, EMEA and APAC regions. The following concerns were noted:

  • Inability to collect and track basic operational metrics due to over fifteen, fragmented, mostly homegrown platforms
  • Customer experience affected by disjointed communication
  • A decentralized, uncoordinated execution model with multiple groups responsible for sending emails (PM, Engineering, eBusiness, email team).
  • Limited to no testing
  • Wasted efforts and cost due to departments using different methods of communication
  • Delay in the rollout of customer communication due to dependency on engineering teams' backlog, which meant marketers need to wait to get their priorities worked upon.

Solution

  • Created a blueprint to migrate the transactional emails to Oracle Responsys
  • Proposed Automated Failover Transactional messaging (AFTM) account to make sure that there is no failure of delivery of transactional mails
  • Migrated legacy/homegrown platforms to Oracle Responsys, including the automated billing system, auto-renewals, online portal, and Norton Family
  • For customers who had soft bounces, hard bounces, Lister came up with a direct mail solution from Oracle Responsys.
  • Delivered acquisition, welcome, abandoned cart and win-back emails to consumers across 190+ countries.

Outcomes

  • Improve and standardise brand experience and CX for customers through linguistically relevant campaigns.
  • Better email campaign performance tracking with corresponding metrics and analytics.
  • Increased management visibility into emails sent to customers
  • Increased internal productivity through optimising roles and shifting responsibilities to the email CRM team.
Testimonial
- Sr. Director, Marketing Data & Technologies at Dollar Shave Club

“Congratulations, Team! As I look back, I feel proud of our accomplishment as a team. You are incredibly dedicated and accountable team members that I love to work on new projects again.”

- Sr. Director, Marketing Data & Technologies at Dollar Shave Club
Sr. Director, Marketing Data & Technologies of a Fortune 500 retailer

Congratulations team! Our member strategy team had signed off on UAT for all major campaigns migrated from Cheetah digital to Braze platform. Thank you, Lister team, for the 12-week hustle to get us here. You are an incredibly dedicated and accountable team that I'd love to work again on new projects.

Sr. Director, Marketing Data & Technologies of a Fortune 500 retailer
Lenovo

Lister has helped optimize and standardize processes, implemented best practices and progressively automated our marketing campaigns. Thanks to their efforts and initiatives, we have been able to shift focus from managing campaign execution to driving campaign effectiveness.

VP/GM Global- Ecommerce