Case Study: Sony Electronics boosts engagement and conversions with Harte Hanks CRM

Sony Electronics boosts email clicks 40% with Harte Hanks

Sony Electronics faced challenges with customer engagement and attrition in a crowded, price-sensitive market. Their existing CRM strategy relied on generic batch emails, which were becoming less effective at inspiring cross-purchases and maintaining interest. Partnering with vendor Harte Hanks, they sought a more data-driven and personalized approach to re-engage their customer base.

The solution implemented by Harte Hanks involved migrating Sony to the Salesforce Marketing Cloud and deploying a sophisticated strategy using their Behavioral Index. This included "Flares and Follow-Ups" triggered communications and a "Technology Spotlight" content series for highly personalized engagement. Harte Hanks achieved dramatic results: a near 100% lift in broadcast email open rates, a 40% increase in click-throughs, and personalized emails reaching over 80% open rates, significantly outperforming previous efforts.

Sony Electronics