DM News' Essential Guide to E-mail Marketing: General Mills Builds House List Through E-MailE-mail marketing has matured and is commonly viewed as a customer retention tool rather than a strategy to acquire customers. But many marketers may be unaware that they can expand, improve and refresh their inhouse lists by working with third-party providers.
The next step is to design and implement a campaign that delivers the customers who are eager to learn more about your products and services. The following case study illustrates a number of proven approaches for building house lists through e-mail.
General Mills and its brands (Betty Crocker, Bisquick, Dinner Made Easy and Box Tops for Education) needed to expand their online presence among their core audience - women ages 25-54 - while gaining valuable information to help establish direct customer relationships through tailored online communications like recipes and offers.
General Mills and Prospectiv created a two-prong approach that consisted of:
· HTML newsletter e-mails were created that promoted e-newsletters from General Mills' brands, offering recipes, cooking tips and discount coupons. General Mills targeted these e-mail campaigns at Prospectiv's database of millions of active, self-profiled consumers.
· General display banner ads highlighting free coupons, samples and newsletters from various Prospectiv clients were placed on relevant Web sites. These ads directed consumers to Eversave.com, Prospectiv's online consumer property featuring offers from leading brands. Here, consumers were presented offers from General Mills' brands to sign up for a free newsletter.
New signups for the Betty Crocker newsletters alone exceeded 500,000. Betty Crocker paid only for the qualified consumers it acquired. In addition, General Mills acquired a high-quality list of names, e-mail addresses and comprehensive data, including consumer preferences for relevant cooking and food information.
Betty Crocker leveraged this data to create and deliver custom-tailored marketing offers to consumers, helping to begin building direct relationships with its audience.