email & retail case studies using email to drive business into … · 2016. 6. 20. · provide...
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Email & Retail Case StudiesUsing Email to Drive Businessinto Retail
Sheryl BiesmanManager of Integrated MarketingCommunicationsNature MadeMonday, March 5, 2007
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Nature Made Wellness Advisor background
In January 2002, the Nature MadeWellness Advisor websitelaunched, becoming the premiereonline source for vitamin andsupplement solutions and rewards.
The site is designed to fulfill thegoal of becoming “the informationresource” for consumers.
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Wellness Advisor Program Goals
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Wellness Advisor Database
2.0 million registered users 1.2 million opt-in users 650,000 people over age 50 (key
demographic) 365,000 “active” users (purchasers
of Pharmavite products)
Database was built through onlinemedia campaigns and lead generationpartnerships.
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Registration form captures detailed dataused for email segmentation
Explanationwhy thisinfo. isbeingrequested
Birthdate
Gender
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Preferred retailer – requested, but not required –enables retailer-specific segmentation
Dropdown listofpreferredretailers
Explanationwhy preferredretailer isrequested
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Email marketing to database
Bi-weekly newsletters Sale alerts sent to promote sales at
20 retailers FSI alerts Lifecycle emails includes (HTML
welcome, birthday campaign,reminder emails)
Research surveys
All emails sent to very specific targeted segmentsof the database
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Segmentation for each mailing is donebased on multiple data points…
Full registration General email opens Content-specific (i.e. heart health,
diet, etc.) email opens Reward program participation
(banking information) Coupon requests Age Gender Region
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Retail Sale Alert Program
Helps build ongoing two-waycommunication with users
Strengthens the relationshipbetween the consumer and theNature Made brand
Adds value to each retailer circularad or newspaper FSI
Strengthens relationships with keyretailers
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Retail Sale Alerts
Email alerts are sent out whenNature Made products are on saleat their preferred retailer withspecific objectives:
Drive consumers into the store
Provide printable coupons for addedpurchase incentive
Highlight specific product attributesand link to more education for addedpurchase incentive
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CVS sale alert
Subject lines:
Nature Madeon sale thisweek at CVS
CoQ10 onsale thisweek at CVS
Vitamin E onsale thisweek at CVS
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Retail Sale Alerts Retail sale messages encourage a dialogue with the
consumer : Subject lines customized based on the products that
the consumer has purchased. Consumers are reminded to come back and enter the
codes on their products to earn points Emails are customized with current point balances
and the amount needed to reach the threshold for areward.
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CostcoSaleAlert
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Costco retail sale alert results
Average open
rates of 30%
Average click-
thru rates of
9%
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Wal-MartSpecialEventAlert
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Wal-MartSpecialEventReminder
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Results
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Newsletters…
Sent out bi-weekly to educate andinform users about health topicsand Nature Made products
Sent to the active portion of thedatabase and broken down intomultiple segments, using differentsubject lines to encourage highopen rates
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Nature Made newsletter – Jan. 11, 2007
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Various segments and subjects lines used…
Diet/Fitness:• “Denise Austin Fitness DVDs available with
Wellness”
Members of loyalty program:• “New Wellness Rewards From Nature Made”
All other openers and nonmembers:
• “Receive Vitamins, Fitness DVDs & Music CDswith Wellness Rewards”
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Open rate results
28% open rate – loyalty members20% open rate – diet segment
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Concluding notes
The more data captured on theregistration form, the more opportunityfor strategic email segmentation later.
Track all behaviors available and tag indatabase. Alter subject lines of targetedemails to speak to the behaviorindicated.
The information in a database is agoldmine of knowledge waiting to betapped…use it to show your organizationthe value of email marketing.
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Credit/Thank You
Sheryl BiesmanManager of Integrated Marketing
CommunicationsNature Made818-221-6628sbiesman@pharmavite.net
Special Thanks to:
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