PortfolioThe demonstration of eMarketing is best served through the use of screen shots and explanations. The following three portfolios provide a snapshot of various projects and a glimpse at the scope of Striata's eMarketing capabilities.
Diners Club: Taking the catalogue online
Diners Club wanted a platform to promote its year end travel and product specials to customers with a one-click action to purchase off its web-site. The sheer volume of items available meant that a digital catalogue was the most appropriate solution.
There was a drastic decrease in the time to purchase, as the ease of use and quick action of the digital platform promoted customers to take action immediately.
| The Diners Club member receives their email
||The first page of the eBook
||The page turns
||A page in the catalogue
A registered financial services provider, Old Mutual, also provides medical and health insurance. The particular campaign discussed here encouraged recipients of the email to carefully consider the risks of breast cancer, not only from a health perspective but also from a financial one. The campaign also included various avenues for the recipient to take up the offer, increasing the close rate of sales on the product.
The initial email is sent to the existing database. One of the fields against each record in the database registered the gender of the recipient. As a result it was simple to send a gender specific email to each of the recipients.
Contact options were varied for the recipient.
|Telephonic and email contact options.
||The 'CallMeBack' option.
||'Thank you' email is sent in response to the 'CallMeBack'.
FNB: "Go For Gold" game process
The main aim of the campaign was to increase the size of the FNB database and to increase the brand awareness of Visa as a main sponsor of The Olympic Games. In order to do this, a game was launched and sent to the core FNB database, allowing them to play and refer their friends.
Before a recipient could play, they had to update their profile information to ensure the most up-to-date information was available to FNB and referees had to register with their personal information.
The success of a viral marketing campaign is dependent on the incentive offered, or the motivation to ensure that the message gets passed on. In this case, a trip to the 2008 Olympic Games in Beijing, along with spending money, was the grand prize.
A member of the database is included in the first send:
|The member receives a welcome email
||The registration page.
||The member selects a game.
||A view of the game in progress.
|The results of the game.
||The leader board.
||A message saying 'Thank you for playing'.
||Enter the details of the referred friends.
The response the friend referral:
|Friend receives game email registers and plays
||Member receives an email notifying them that they have another opportunity to play
As a bulk retailer with a card carrying membership, Makro used Striata's eMarketing capabilities to communicate its weekly product and liquor specials to its Makro Card holders, in an attempt to increase sales and drive traffic to its website.
To achieve this,Striata sends out the following electronic communications:
- Weekly ‘Promo’ emails
- Monthly Makro wine newsletters
- Daily SMS messages to welcome new card holders
- SMS messages to all email address’s that have bounced more than 3 times
- Ad hoc emails to communicate other campaigns
The examples below illustrate the emails sent to the client as they required.
|Monthly promotional email
||The Makro rewards program
||The Makro wine club
|Makro uses a game to promote its Fujitsi Siemens special
||The beginning of the game
||A view of the game in progress.
||The end of the game.
eBucks: Lifecycle communications
eBucks is South Africa's leading rewards programme, and in order to create a personal relationship with customers at regular touch-points over and above its newsletter communications, eBucks required a lifecycle solution where communications are triggered on specific dates or after specific actions / inactions.
| First email, arrives on sign-up
|| Email indicating lack of activity
||4 months of no activity
||'Update your details' email