Who: Ferguson Enterprises is the largest U.S. distributor of plumbing supplies, PVF, waterworks and fire and fabrication products. It is also a major distributor of HVAC equipment and industrial products and services.
Challenge: Despite running sophisticated email marketing campaigns, Ferguson was missing email addresses for approximately 70% of their large, national customer base. Ferguson realized requiring associates to capture customer email addresses equated to a multi-million-dollar opportunity, but entailed a huge procedural change across their nationwide organization.
Solution: Ferguson Enterprises teamed with digital agency Whereoware to make customer data quality a company-wide priority, but needed an effective and compelling communications strategy to get internal stakeholders, associates, and customers on board with the procedural change.
Download the case study to see how Ferguson Enterprises executed a three-tiered communication strategy, ultimately increasing email capture 188%.
Want more? See how Ferguson Enterprises took a modular approach to email and cut their email design and build time in half.