Diana Lawson, Microsoft
Diana Lawson is a Senior Product Manager at Microsoft. She has over 13 years of experience in Site Management, Relationship Marketing, and Email Marketing. Diana has presented at various industry events including the MarketingSherpa Email Summit, and the Media Post Email Insider Summit. She has received various Microsoft Marketing awards in her 11 years at the company. Her passion is creating customer experiences that improve customer’s satisfaction and businesses bottom line.
Diana and the Microsoft Office Relationship Marketing team developed a lifecycle program to increase loyalty and customer engagement with existing customers. The successful program increased loyalty and customer engagement, and also drove email open-rates up to 9 times higher and click-through rates up to 22 times higher than non-targeted Office email programs. Engagement rates on the landing pages are nearly 2.5 times higher than average engagement rates across the Web.
How did we do it? Gathering only the customer’s email address up front and marrying that with behavior data, the lifecycle based program is tailored to customer’s interests. The program gives customers highly relevant content via 11 triggered emails fully integrated with more than 15 banner ads. Emails and ads use precise customer targeting, directing customers to dedicated landing pages to educate and engage them in conversation. This session will go over all the details!
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