The platform work
Myer's email programme sent the same campaigns to a customer base with very different needs. Our brief was to rebuild it around segmentation and personalisation, so each customer group received content that matched its interests, across a programme reaching more than 1.4 million recipients.
Myer is Australia’s largest department store group and has been a leading player in the retail space for over a century.
Founded in 1900 by Sidney Myer in Melbourne, the company has grown to become a household name, offering a wide range of products across fashion, beauty, homeware, electrical goods, and more. Myer operates stores across Australia along with an e-commerce platform, catering to a diverse demographic of customers seeking quality and value.
Despite its strong brand presence and extensive product offerings, Myer faced significant challenges in its email marketing strategies. These challenges included:
- Low Engagement Rates: Myer’s email marketing campaigns were experiencing lower-than-expected open and click-through rates, indicating a disconnect between the content and the recipients’ interests or needs.
- Segmentation and Personalization Issues: There was a lack of effective segmentation and personalization in their email campaigns. Myer’s broad customer base has diverse needs and preferences, which were not being adequately addressed in their one-size-fits-all approach.
- Competition and Noise: With the rise of e-commerce and an increase in email marketing across the retail industry, Myer’s email communications were getting lost in the clutter of their customers’ inboxes.
Great Minds Consulting was brought in to revamp Myer’s email marketing strategy with the aim of overcoming these challenges and improving overall engagement and conversion rates.
