Best Triggered Personalized Email:
Wer liefert was? (WLW) Customer Loyalty Program
Brand/Client Side Team:
Ulrike Ochsenfahrt, Claudia Zell, Henning Lutzenburger
MarketingSherpa Summary - Why They Won:
What can you say about a customer loyalty program that does it right every step
of the way? Gluckwunsche is what we say to this winning entry from Germany. From
beginning to end, this triggered email campaign is all about serving the customer's
needs throughout the year so that come renewal time it's a pretty easy sell.
From Their Nomination Form:
The WLW loyalty campaign is a classic example of the trigger email concept, involving
various goals and content. The personalization of these automated emails draws on an
average of 50 different pieces of data: a.) Welcome email - received by a new WLW
customer when their listing is first purchased. Customers also receive highly
personalized emails containing up-to-date visitor stats for their listings, as drawn
from the WLW tracking database. These emails also include a direct personal message
from their contact at WLW, with individual optimization tips tailored to their specific
needs. b.) Statistics email - sent to customers once a month. c.) Renewal email - a
two-part trigger email is initiated about 12 weeks before a listing is due for renewal.
The emails feature an extraordinary degree of individualization / customization. Sorry,
the judges promised this winner that we would keep their results private. However, be
assured that we have seen all the data and were thoroughly impressed!