Program Overview:

We fell into the trap of over-communicating to our customers.  We wanted them to always know about the latest product and promotion.  In an effort to keep customers informed we were sending too many emails; always standalone, not always relevant.  Communication is important to keep customers engaged, and buy more of your product.  However, we recognized the need to change how we were communicating.  We leveraged a newsletter format to consolidate the high volume of low-impact messages into one communication per month.  To make it interesting, we used story telling to improve customer awareness of the brand’s offers and improve engagement.

Strategy:

• Deliver monthly content that enhances customer perceptions and engagement with the brand.
• Create e-Zine content based on themes: seasons, holidays, or key milestones.
• Each issue includes a hero story & multiple secondary stories supporting the theme.
• Use multi-media (e.g. video, social) to provide context and drive higher engagement.
• Focus on customer benefits by considering their perspective.