Life Stage E-Marketing

OBJECTIVE:
A leading baby products manufacturer wanted to establish a direct relationship with its consumers and engage them throughout the applicable life stage of their babies. Since the target audience of this company was new and soon-to-be parents, they required a very targeted and relevant communication approach.

CHALLENGES:
Due to the company's specific target audience, traditional mass-marketing vehicles would not suffice. Also, the ROI of conventional direct marketing programs would be inadequate, given the company's relatively short span of engagement with its target consumer.

SOLUTION:
Collabrys enabled this client to deliver a life-stage based personalized e-mail newsletters with phase-specific Internet coupons. The monthly e-mails included information about the baby's developmental phases and helpful parenting advice, reminders alerting parents of their child's next developmental stage, relevant product offers, and valuable promotional offers. E-mail content and offers were targeted based on the baby's life stage; for example, the parents of a one month old baby received newborn e-mails and product coupons, while parents of toddlers received toddler-appropriate versions of each, and so on.

Since the client already possessed its own content management system, Collabrys solution was seamlessly integrated with the client's existing system, enabling cost and operational efficiencies. Plus, Collabrys tracked e-mail and coupon activity, in order to support program analysis and optimization.

RESULTS:
As a result of effective targeting, the client's e-mail open rates were significantly higher than industry averages. Similarly, coupon activity — including views, prints and redemptions — significantly exceeded typical rates. Based on this success, the client expanded their use of Internet coupons into additional online media programs.

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