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This case study shows how Beeby Clark+Meyler improved Playtex Baby's email marketing program with an eCRM strategy that drove volume, generated product reviews, and grew the database. Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. For more information, contact Stuart Meyler, Principal [email protected], 203.653.7950 Visit: BeebyClarkMeyler.com Follow: @gobcm
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Playtex Baby!eCRM Strategy!
BeebyClarkMeyler.com | @GoBCM!
• Playtex Baby needed to update their overall eCRM strategy, with a focus on improving their email marketing program. The program needed to achieve three goals:"
• Drive volume "
• Generate product reviews"
• Grow eCRM database"
DRIVE VOLUME "
EMAIL"
SOCIAL"
SMS"
APPS"
BeebyClarkMeyler.com | @GoBCM!
• We developed Better Beginnings, a series of 22 emails sent to moms based on her due date or child’s birthday – from 4-months pre-natal to 18-months post-natal. "
• The series delivered volume-driving coupons alongside a product review, stage-relevant tips, expert advice from trusted expert Dr. Bill Sears, and targeted requests for reviews on Playtex products."
• Ongoing subject line and segmentation testing has increased the effectiveness of the program over time."
BeebyClarkMeyler.com | @GoBCM!
• To increase sign up, a streamlined mobile-accessible email registration form was developed to reduce friction and drop-off."
"• We also increased exposure to the
program by developing a system of touch points where people could sign up, including a tab on Facebook, more prominent call outs on the brand site homepage, integration into custom platforms, and outreach to mom bloggers."
BeebyClarkMeyler.com | @GoBCM!
Drive volume!Generate!
product reviews! Grow eCRM database!
3.5% of email recipients purchased a product.
The industry benchmark is 0.13%"
Playtex’s average monthly review volume is
now 4x the industry benchmark"
In the first 6 months of the program, subscriber growth increased by 30% over the previous 6-month period"
BeebyClarkMeyler.com | @GoBCM!
Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. "We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. "For more information, contact Stuart Meyler, Principal"[email protected], 203.653.7950"!Visit: BeebyClarkMeyler.com!Follow: @gobcm"
