Turning Email Into a Growth Channel Despite iOS Updates
Wednesday June 22, 2022
With the new privacy features of iOS 15, PRO Compression, a D2C brand of premium compression socks, needed to rethink their customer engagement strategy to continue to scale their email program. Considering the effects of iOS 15 on the validity of open rates, Alchemy Worx provided a strategy that adapted the metrics relied upon for defining success and engagement. The focus was shifted to bottom-funnel metrics that were stronger indicators of campaign effectiveness and sales. This approach gave PRO Compression an opportunity to rethink how they would approach their campaigns and segments and define their strategy moving forward. Alchemy Worx re-engineered their email strategy to put the focus on customer intent. The new multi-pronged approach, based on audience type, employed a combination of historical site activity data, click data, and conversion data to ensure the capture of the entire digital funnel. Find out how this approach enabled PRO Compression to validate the success of their tests with stronger bottom-funnel metrics.