Life Stage E-Marketing

OBJECTIVE:
A leading baby products manufacturer wanted to establish a direct relationship with its consumers and engage them throughout the applicable life stage of their babies. Since the target audience of this company was new and soon-to-be parents, they required a very targeted and relevant communication approach.

CHALLENGES:
Due to the company's specific target audience, traditional mass-marketing vehicles would not suffice. Also, the ROI of conventional direct marketing programs would be inadequate, given the company's relatively short span of engagement with its target consumer.

SOLUTION:
E-centives enabled this client to deliver a life-stage based personalized e-mail newsletters with phase-specific Internet coupons. The monthly e-mails included information about the baby's developmental phases and helpful parenting advice, reminders alerting parents of their child's next developmental stage, relevant product offers, and valuable promotional offers. E-mail content and offers were targeted based on the baby's life stage; for example, the parents of a one month old baby received newborn e-mails and product coupons, while parents of toddlers received toddler-appropriate versions of each, and so on.

Since the client already possessed its own content management system, E-centives' solution was seamlessly integrated with the client's existing system, enabling cost and operational efficiencies. Plus, E-centives tracked e-mail and coupon activity, in order to support program analysis and optimization.

RESULTS:
As a result of effective targeting, the client's e-mail open rates were significantly higher than industry averages. Similarly, coupon activity — including views, prints and redemptions — significantly exceeded typical rates. Based on this success, the client expanded their use of Internet coupons into additional online media programs.

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