Best practice of personalized communication
Beginning 2023, Arla Skyr introduced a new flavour in its Skyr range of 450gr pots, Coconut. In order to support this new flavour, and as a complement to its 360° campaign (online bannering, social media, sponsoring of Urban Walk Brussels/Bruges and instore communication), MMD proposed a personalised communication strategy, combining a A5 postcard with a dedicated e-mail.
Objective
The goals of this communication was to:
1) Recruit NON-buyers by generating trial
2) Create brand (and flavour) awareness
3) Differentiate from competition on both naturelness & taste
Solution
MMD proposed a personalised communication flow in week 18, combining a A5 postcard with a dedicated e-mail.
MMD and Arla Skyr worked together with Bpost and included a Barometer survey in the package in order to get insights on the communication funnel, the different behaviour of the 3 target groups and to get insights in its intention to act.
The Postcard was dropped in the customers letter box on Wednesday/Thursday and the dedicated e-mail was sent 2 days later.
Target
The target group consisted mainly of NON-buyers of the brand: 1) 25K contacts only received the postcard 2) 25K contacts received the postcard and the dedicated e-mail 3) 50K contacts only received the e-mail
Results
The results are clear: on the level of recognition, we clearly see that a postal mail is more likely to be recalled and to be read than an e-mail. Also the intention to act by the customer receiving the communication is double. Although the e-mail was quite performant as well with almost 45% opening rate overall, we see that the Click-through-rate by the people having received the e-mail and postcard is almost double! On top of that, coupon usage is much higher for people having received both the Postcard and the dedicated e-mail:
2,3%
4,1%
9,5%
