Ben speaks with Georgia Price, Director, Digital and CRM at Pressed, a leading cold-pressed juice and plant-based snacks brand. They discuss the ways consumer marketing should “treat customers like you want to be treated,” and how Pressed is leveraging data and their various channels, including email and the app, to provide content to both acquire, retain, and reactivate their customers. They also discuss how personalization can be accomplished through more dynamic means, the ways in which Pressed is investing in their data infrastructure, and how there's value in customers being able to choose the channels through which they want to be engaged.
Topics discussed:
- The common themes Georgia has found in customers across industries, from gaming to ed tech to ecommerce, and why it’s always rooted in wanting to be treated like a human.
- How Pressed uses email as a primary retention channel, and has increased CTRs by over 100%, open rates by over 50%, and attributed revenue by 15%.
- How Pressed is iterating on its loyalty program to engage more customers beyond initial sign-up, and how they're looking at ways to maximize their app for more targeted engagement as well.
- How Pressed is investing in their data infrastructure to unlock customer information they haven't had before, and how they're using that information to create new customer journeys.
- The challenges to personalization at scale, and how Pressed is using more dynamic content based on data to better engage customers.
- Why there's opportunity in different channels beyond just email, and why the value will come in customers being able to choose through which channel they want to hear from a brand the most.
- Advice for young marketers, including advocating for channels you know are working, becoming more data savvy, and embracing the opportunity to work cross-functionally.