Coop relies on e-mail marketing
DIRECT MAIL Expert tips, personal recommendations, special offers, product highlights, and events: Coop is promoting its new wine platform, mondovino.ch regular customer newsletters.
The new world of wine monodvino.ch of Coop with integrated wine store and members' club is supplemented with the newsletter by an important marketing component for customer loyalty. The focus of the newsletter and also of the entire wine platform is on discovering and experiencing wine. After successful registration, the subscriber receives a welcome mailing and is automatically added to the distribution list by the system. The 20 percent discount voucher code for Mondovino included in this mailing ensures optimum customer loyalty from the outset and immediately sets the first impulse to buy. From this point on, the subscriber is provided with a weekly newsletter containing current discount promotions, personal recommendations, product highlights, expert tips and events relating to fine wines. In addition to the regular newsletter, Coop sends out "single topic" newsletters to a selected subscriber subset at irregular intervals in order to place special topics or offers with customers.By analyzing the newsletter key figures and linking them to the web analytics system, the success of the mailings can be measured optimally and easily. At the same time, possible optimization potentials can be identified immediately and the mail template can be adapted accordingly, as well as important insights into the success of the newsletter can be drawn.
