GDO Success Stories #3: Email Marketing (The Iperal Case)
Posted: Mon Jan 06, 2025 9:52 am
The Iperal case is emblematic of how it is possible to exploit a communication channel – in this case email – to get in touch with customers (both existing and potential) and keep the relationship with the public alive.
The first step taken by Iperal was the redesign of the newsletter belgium whatsapp resource with the choice of a new visual and functional template. However, this was not a trivial cosmetic operation: the change in visual corresponded to a different content setting: from purely informative and editorial, the newsletter became a promotional tool (with which, for example, to inform the public of offers and incentives, also through coupons).
The fundamental step is the one that saw the segmentation by cluster: the newsletter was personalized, customizing it for each recipient. From a product showcase and a universal coupon for the entire database, Iperal moved on to a message built according to the specific interests and characteristics of each target. It created different content blocks according to the needs, interests and previous purchasing behaviors of individual customers, whose subject were actually the most relevant products for them .
The first step taken by Iperal was the redesign of the newsletter belgium whatsapp resource with the choice of a new visual and functional template. However, this was not a trivial cosmetic operation: the change in visual corresponded to a different content setting: from purely informative and editorial, the newsletter became a promotional tool (with which, for example, to inform the public of offers and incentives, also through coupons).
The fundamental step is the one that saw the segmentation by cluster: the newsletter was personalized, customizing it for each recipient. From a product showcase and a universal coupon for the entire database, Iperal moved on to a message built according to the specific interests and characteristics of each target. It created different content blocks according to the needs, interests and previous purchasing behaviors of individual customers, whose subject were actually the most relevant products for them .