Case study: alcoholic beverages

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In the following practical example of a campaign designed last summer for a well-known brand of alcoholic beverages, when launching a campaign of this type the first task is always to analyze the profile of potential consumers of the brands, as well as the incentive that best suits each type of profile.

Once this analysis has been carried out, it is possible to choose the action of the mixed campaign both through email marketing and on the web, planning the shipments in such a way as to maximize the response of the users, avoiding saturation.

The opening rate of email campaigns follows a distribution in which a response rate of 80% is generally achieved on the second day and exceeds 93% from the 7th day onwards.

You can also plan a reminder mailing (repecha) 15 days after the first mailing, to users who did not open the first mailing. In this way, the effectiveness of the campaign is reinforced by limiting user saturation as much as possible.

Repeated web campaigns logically have a response that decreases over time. This decrease becomes less pronounced in the case of incentivized campaigns, as we see in the graph below.

Once the campaigns have been launched, the basic parameters of both email and web campaign effectiveness are monitored: opening rate, impressions, click rate, conversion of clicks to registrations, eCPM (Expected cost per mille).

In this particular campaign, it was found that the effectiveness was all india mobile number and email database provider much lower than in two other similar campaigns, with opening rates and conversion ratios up to 30% lower. The main reason for this poor reception among users was the incentive. The other two campaigns used a trip as an incentive that was very well received by most Internet users and which was also magnified in summer periods.

In this specific case, the incentive did not really catch on with users. The incentive was later changed, offering 32 GB mp3 raffles, which relaunched the campaign, allowing the effectiveness of the campaign to be extended, with two effectiveness curves of web campaigns WITH an incentive overlapping.

In total, more than 10,000 registrations were achieved in these campaigns in a period of approximately 3 months, with costs much lower than what would have been a traditional campaign to attract customers through conventional means, or even old-fashioned direct marketing (paper coupons, envelopes with auto-reply, etc.)