Email dynamic content helps Bundaberg raise $250k

Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan’s and Bushmills whiskeys, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

OBJECTIVES

To assist the town of Bundaberg recover from the recent flooding that took place early 2013, Diageo’s creative agency launches the “Road to Recovery” email campaign, which was launched to raise money and boost the tourism business in the town of Bundaberg.

Thanks to the Traction Digital team’s specialist email capabilities, the campaign consisted of an extremely personalized email that went beyond a first name field to include a personalized map leading to Bundaberg Queensland. Each map was tailored to display directions based from where a subscriber was located. This email was to go out to the subscribers who lived in the most popular 14 towns/cities according to the address data we had from existing subscribers within the Bundaberg database.

SOLUTION

Database segmentation
Using the comprehensive targeting engine in Traction, the Traction Digital team defined the recipients who fell within each town’s criteria. This information was utilised for assessment of the initial audience size in each region and the dynamic allocation of content at time of send. e.g. By subscription, is currently subscribed to BR email & where the customer attribute Postcode matches any of (multiple postcodes).

Dynamic content
Rather than creating multiple email templates, dynamic content allows different content to be displayed to subscribers with different attributes. This ensures relevancy while reducing workload creating multiple (almost) duplicate email campaigns. In this case, instead of creating 8 different EDMs for North QLD recipients, only one was needed, with the map image changing depending on the subscriber’s postcode.

HTML build
Diageo’s creative agency Leo Burnett supplied PhotoShop files containing the Road to Recovery designs. The Traction Digital services team then converted into email ready HTML, inserted into the platform and implemented the dynamic content variations through Traction Digital’s WYSYIWYG editor and the simple conditional logic interface.

RESULT

$250,000 was raised from email subscribers who attended the Road to Recover event, while the cost of the campaign was minimised thanks to the Traction Digital specialist email capabilities.

Next Step

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