We partnered with Georgia-Pacific to rebuild their email program from the ground up, shifting from one-size-fits-all coupon blasts to a behavior-driven system rooted in data, human motivation, and long-term value. The transformation began with a comprehensive activation plan that introduced a 10-email evergreen journey, including one email with more than 3,000 dynamic variations, enabling hyper-targeted messaging at scale. This new structure ensured every customer received communications aligned to their level of engagement, not a generic offer sent to everyone at once.

From there, we defined a full measurement strategy using our Content-as-Data framework, establishing a consistent system for tracking, reporting, and evaluating the performance of every email, coupon, and customer interaction. Instead of relying on intuition, GP could now optimize based on clear behavioral signals and directional insight.

Finally, we reengineered the operational model itself. What had been a batch-and-blast system became a fully automated, always-on ecosystem powered by subscriber behavior and individual customer value metrics. The program dynamically adjusted its frequency, tone, and offer structure based on whether a customer was inactive, active, or a habitual redeemer. This shift saved the team over 1,800 resource hours per year, freeing them to focus on strategy, creativity, and innovation instead of managing manual sends.