In episode 238 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Gail Buffington, vice president of marketing and analytics at Soft Surroundings, a women’s apparel, shoes and accessories retailer. Listen in as Buffington discusses Soft Surrounding’s brand history as a cataloger, its expansion into brick-and-mortar retail, and her career at the company. She shares how Soft Surroundings develops its email marketing campaigns, and why and how the brand is expanding into marketing automation. Buffington details how automated email campaigns allow her team to focus more on creative promotional messaging, while garnering strong engagement from the audience.
In addition, Buffington shares Soft Surroundings’ SMS strategy, the impressive engagement the channel has captured for the brand, and the company’s work with Listrak on both SMS and email marketing automation. Buffington details the benefits Soft Surroundings has realized since partnering with Listrak, including double-digit growth in email revenue. Lastly, she shares Soft Surroundings’
Article source: https://www.mytotalretail.com/podcast/total-retail-talks/soft-surroundings-sees-growth-in-email-sms-revenue-through-automation/
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