The Game Plan
Selecting the Right ESP
BrightWave collaborated with Char-Broil’s marketing and IT teams to consider their full breadth of business requirements. Through detailed questionnaires and discovery conversations, we determined everything from tech comfort level to the amount of data we could leverage within the email channel.
We needed to find a solution that could consolidate multiple existing data sources and continue collecting and organizing future customer data. Knowing this, we narrowed down the vast universe of ESPs, coordinated in-person demos and helped create a favorable contract with the ESP that was selected.
Migrating to a New Platform
To start the migration process, BrightWave provided an overall project plan for mapping out the steps needed to migrate to a new platform. The plan included an IP Warming strategy and plenty of room for adjustments as the migration moved along.
Using the discovery information from Step 1, we presented short- and long-term email initiatives. We continued sending emails throughout the migration process to maintain consistency in Char-Broil’s customer interactions.
This way, we were able to do heavy-lifting behind the scenes without sacrificing engagement with the Char-Broil audience.
Into a Stronger Inbox Future
Char-Broil is gaining momentum fast, effectively standing up sohpisticated campaigns in their new email service provider. As additional data points are added, we’re launching a progressive profiling campaign to collect preferences that will influence personalization. With a successful ESP migration well under way, Char-Broil can rest assured that they’ve got a tech-agnostic, strategy-focused email partner in BrightWave.
“Our team has already seen an immediate impact as BrightWave has created a strategic plan and migrated our email program to a new and dynamic technology platform.”
Char-Broil’s Senior Director, Marketing
I couldn’t ask for a better strategic partner than BrightWave. Open rates are up. Click-through rates are up. Our emails look better than ever. And, for the first time, we have an email marketing calendar that aligns with our other initiatives.