If you ask Ryan Linders how to convert a customer, he'll tell you it's simply a matter of putting "the right thing" in front of them. This, of course, is a lot harder than it sounds. Not only does one have to learn what that thing is, but also when, why and how to present it ... and to whom.
Recently recognized by The CMO Club with a Rising Star Award, you could say that Linders is somewhat of a master of relevance. He's currently the vice president of CRM, Loyalty and Marketing Analytics at Sally Beauty, after having spent over a decade with Chuck E. Cheese's, J.C. Penney and Pier 1 Imports. At Sally Beauty, Linders is in charge of one wildly cut-through email marketing campaign, which he dissects for us below.
From salon to dot com
Sally Beauty began as an offline business, offering salon-inspired products at a value. Today, it has 3,000 stores, an online ordering system and a distribution partnership with Amazon. With the explosion of e-commerce in the last two decades, retail is more democratic than ever, which is a boon to consumers but unpleasantly equalizing for many retailers. "We're now competing with the rest of the retail environment, and everyone is heavily promotional," Linders says.
To cut through the noise, Linders and his team differentiated their customers from those of their competitors. "We're at a place where everything is driven by the customer and driven by data," he says. And relevance is key. No matter how alluring the content of a campaign, if it doesn't resonate with the customer's needs, it will fall flat. So Linders and his team sought to identify their existing customers, understand their perspective, demographics and product preferences, and build a base from there.