Iris, 11 months, 3 weeks ago
Activating New Moms through Data-Driven CRM Digital Innovation
Struggling to connect with new moms, Lysol turned to us for help.
With the “New Moms” audience at the core of our strategy, we helped Lysol build meaningful relationships with new moms at this critical time as they prepare for their motherhood journey.
Redefining the role of email
By redefining the role of email we succeeded in keeping our moms, the "one-hand-only/one-handers" audience, engaged with our content – we didn't drive to a .com or other long-form, our email itself was the destination, and it worked!
We championed emotionally charged content that was high-utility and lifestyle focused. Our emails were served up to individual segments to be relevant to each individual mom.
By capitalizing on data and progressive profiling we were able to learn more about our target audience than ever before! Our strategy enabled us to fuel media efficiencies in the broader business, and generate insights which can be used elsewhere for R+D teams.
A Deeply Personal Two Year Journey
To get the higher value coupon they had to post to their Facebook feed, promoting the program and sharing the love with her friends and other Moms.
Once they sign up to the newsletter they begin receiving product information and helpful tips. Based on their child's due date (or lack of!) we put them into different communications pathways. The first is 'Mommy Mail' a rich set of 27 motherhood-milestone specific pieces of content 'moments' that are delivered at the right time, in the right place, and in a format for our Mom's to enjoy. The other is a broader set of monthly newsletters for the non-New Mom audience.
If the child's age is anywhere on a timeline starting from the third trimester up to two years of age, the mom will receive The Mommy Milestone emails. Split out into seven distinct Milestones, there are a total of 27 Mommy Moment emails that are delivered throughout the length of this program to give highly personal advice to our moms. • Our CRM program has grown to over 450k Members in 2016.
• 1 in 3 of our audience regularly opens and engages with our newsletters and milestone content.
• 25% CTOR sustained engagement at above Industry standards (35% VS 20%).
• +14% in net promoter score.