Case Study: True Value achieves up to 163% higher email open rates and faster, personalized campaigns with Adobe Marketing Cloud

True Value delivering genuine value to customers.

True Value Company, a large retailer-owned hardware cooperative with roughly 4,500 independent stores, faced fragmented customer data and inefficient cross-channel campaign management that limited its ability to deliver personalized, one-to-one marketing. To improve email performance and reduce volume — True Value was sending 23 million emails a year to 2.5 million recipients — the company turned to Adobe and its Adobe Marketing Cloud, specifically Adobe Campaign, to build a consolidated customer view and enable better segmentation and targeting.

Working with Adobe (and partner Precision Dialogue), True Value implemented Adobe Campaign to migrate multiple data sources, standardize templates and workflows, and train staff so marketers could execute campaigns independently. The Adobe solution cut campaign cycle time by 20%, increased email open rates by up to 163% (133% on another campaign), and enabled significant reductions in email volume (nearly halving sends in some instances) while improving ROI and marketing agility.

True Value

Melva Godwin

Manager, Campaign Management