Online healthcare marketplace Care.com has decided to strengthen the loyalty and engagement of its members by deploying IBM Commerce’s Silverpop tool to automate the personalised email communications with its 14 million users.
Care.com is an online destination for finding and managing family care, launched in 2007 with the goal to “provide families with as many options as possible so everyone can find the care that best fits their unique needs.” The online healthcare marketplace has more than 14 million users in 16 countries.
To increase the loyalty and engagement of its members via email marketing communications, Care.com has decided to work with IBM Commerce, using its Silverpop tool to automate marketing interactions that are personalised and relevant to each individual. The marketing team of Care.com will employ a variety of Silverpop’s behaviour-based automated programmes, including personalised welcome emails, emails following an abandoned cart on the website, and a reactivation stream with personalised “We Miss You” emails. In addition, the team uses surveys to keep a pulse on customer satisfaction, to better tailor their marketing efforts.
Commenting on the contract, Samantha White, Associate Marketing Manager at Care.com, says: “Providing an engaging experience that drives customer loyalty is a top priority for our marketing team. With Silverpop, we can better engage with users throughout their journey, while also providing our marketing team with deeper insights into each customer touch point. Moving forward, we plan to implement additional automated campaigns that use more behaviour-driven content and personalisation to further improve customer loyalty.”