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


2© 2007 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

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



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



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



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



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



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



Costco retail sale alert results

Average open

rates of 30%

Average click-

thru rates of

9%

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Wal-MartSpecialEventAlert



Wal-MartSpecialEventReminder

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Results



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



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



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 [email protected]

Special Thanks to:

email & retail case studies using email to drive business into … · 2016. 6. 20. · provide...

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