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Best Email Newsletter for Marketing Purposes:
Silver (tie) Consumer
My Coke Rewards Newsletter
Brand/Client Side Team:
Tara Scarlett
Vendors/Agencies:
Yesmail
MarketingSherpa Summary - Why They Won:
This newsletter is all about interaction - and the more the reader interacts, the
more the newsletter can individualized. This dynamic approach to a newsletter not
only encouraged greater customer loyalty but also increased substantially the
overall participation of Coke's loyalty program.
From Their Nomination Form:
My Coke Rewards looks to strengthen member-to-brand relationships through consistent
and relevant touches leading to a dialogue relationship. In email, a bi-monthly dynamic
newsletter utilizes precision marketing to drive its campaign segmentation and content.
The logic of the Newsletter allows for delivery of engaging content to a specific,
multifaceted segment in a single email. The result of precision marketing and smart
design is a template that supports and reinforces the program and its many offerings.
The dynamic email template showed immediate positive results. Not only were click
through rates within the message extremely high, there were also huge increases with
program participation as a direct result of the newsletter. Interaction within email
increased by 46% and has remained steady. Through click map analysis we can see that
the member is scrolling and looking for specific topics. This has resulted in increased
program participation including site logins, product code entries, product trial proven
with coupon redemption, reward redemptions and contest entries. The results are
phenomenal at over a 200% increase in log-ins and an over 100% increase in PIN entry.
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