Consumer brand improves email targeting

A leading international consumer brand approached us for advice about a regular monthly interactive campaign they were running. The campaign featured an email to a select target of 10,000 consumers, linked to a themed microsite with unique content and a competition. The trouble was, few individuals entered the competition and the overall effectiveness of each month’s campaign was unmeasured.

The problem: no measurement

Despite a regular investment in content, photography, technology and the competition prizes, it was impossible to know what the return on the investment was without insight about how targeted consumers interacted with the campaign.

Technology improves analysis

We started by recommending a new email tool that would provide improved analysis of the email activity, and then we managed the implementation of this tool. Once the next email was despatched we were immediately able to measure precise recipient activity, and identify risks to the brand caused by poor data.

Return on investment through improved effectiveness

Accurate analysis and interpretation of recipient activity, based on our years of experience managing email campaigns, allows us to help clients to continually improve the effectiveness of their email campaigns. Better targeting means lower costs per recipient, whilst increased user interaction means more tangible goals are achieved and return on investment is not only higher but measurable too.

Daniel Ghinn

Daniel Ghinn is Editor of Healthcare Engagement Strategy and CEO of Creation Healthcare, the online market research consultancy for healthcare. He is a prolific writer and speaker on emerging trends healthcare engagement in the digital age.