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Case Study Case Study Case Study

CASE STUDY

New technology, traditional channels, and a national retail brand.

CHALLENGE

A mid-sized retailer had historically used a “one size fits all” approach to its email and direct mail programs, and lacked the tools to take a deeper look and understand its customer. For that reason, it was unable to target them with relevant content. This resulted in sub-par engagement rates.

SOLUTION

Identifying the need for a better communication strategy, Harte Hanks designed and built the necessary tools—namely, a Next Product Model that identified the likelihood of a customer purchasing across 11 key product categories, enabled mapping of content to each customer’s interest, and developed targeted, category-focused campaigns more efficiently.

STATS

Increase in email engagement rates

Increase in email engagement rates

Increase in direct mail response rates

Increase in direct mail response rates