Nutrisystem working with e-mail AOR Responsys to improve campaigns

Share this article:

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.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

What's Hot in Email Marketing?

What's Hot in Email Marketing?

The world of email marketing is more frenetic than ever. Staying abreast of what's not just hot, but also relevant is an ongoing challenge for email marketers.

Email's Top 12 Teachable Moments

Email's Top 12 Teachable Moments

The frequency marketers use email provides plenty of possibility for error. But those who learn from their mistakes can turn a problem into an opportunity.

8 Ways to Increase Qualified Leads Through Email

8 Ways to Increase Qualified Leads Through Email

Attracting and nurturing leads is tough in today's distracting digital environment. Here's how marketers can use email to grab and hold the attention of the prospects who matter most.