Miele professional goes for
targeted e-mail marketing
Data is as valuable as gold. But you’ll only start hitting the big time when you combine data with the right content and approach. For Miele Professional we activated the existing database with targeted email marketing.
Putting data to work
Miele Professional develops solutions for a multitude of sectors, from care homes and hospitals to launderettes, laboratories and child care providers. It’s a very broad target group that the company has collected a lot of data on over the years. They called us in to help them make the best use of this data for their content marketing ends. Something our content team are very skilled in.
"Efficient content marketing is unthinkable without data."
Database activation
We implemented a targeted e-mail marketing strategy to activate the large dataset they had on potential customers. That included creating relevant content and setting up various email campaigns to get that content out into the world. In doing so, we always worked on specific target groups. By segmenting the communication by target group, hospitality providers, say, care providers or labs, we made sure that the right content was served up to the right person at the right time to maximise the conversion figures.
