Nutrisystem working with e-mail AOR Responsys to improve campaigns

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E-mail marketing firm Responsys is aiding weight-loss program Nutrisystem with various e-mail programs, as well as developing cross-channel customer-experience initiatives.

The company is using Responsys' Interact Campaign, the company's software as a service (SaaS) campaign-management platform.

Scott Olrich, CMO of Responsys, said the goals of using Nutrisystem's e-mail marketing tools are both customer acquisition and retention.

“We're deploying both welcome programs and lead-nurturing programs,” he explained. “And by gaining permission to continue marketing to them, we can reach out through various other channels, including social and eventually mobile, to convert new customers as well as drive ongoing value for existing members.”

In addition to providing nutritionally balanced food, Olrich said one of the most important things that Nutrisystem emphasizes is personalized, individual counseling. So having an automated e-mail solution is key, he said.

“Previously, many aspects of Nutrisystem's e-mail programs were executed manually,” he explained. “But manually delivering the right message at the right time and through the right channel to each customer is very difficult.”

He said Interact Campaign allows Nutrisystem to integrate e-mail and Web, making sure e-mail is driving to the right landing page, as well as tracking the entire consumer lifecycle and keeping communications relevant throughout.

A Nutrisystem spokesperson was not available for comment.

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