#SPOPMCSYD
Case StudiesNick Simms
National Channel Manager – FoodserviceHJ Heinz
Michael TwomeyHead of StrategySilverpop APAC
Case Study: Heinz Australia
• The Situation
Large business with a wide network of products and re-sellers.
Strained sales team dealing directly with orders and company updates.
What we did
• Created email messages to forge strong relationships with business customers.
• Launched email promotions to build a more segmented database.
• Used findings to create easily customisedemails targeting individual vendor preferences.
The Payoff
• Strengthened vendor relationships.
• Email sales outperformed the combined results of all Heinz Australia sales representatives.
• Increased ROI by using resources in a more targeted manner.
The Situation
• 42 weekly flights between Bangkok and Australia.
• Growing database of more than 100,000 Australian travelers.
• Looking for timely and relevant solution to engage and widen customer base.
• Leveraged emails, surveys, landing pages to create a clean and segmented database.
• Used highly segmented data to create relevant and compelling marketing campaigns.
• Integrated Send Time Optimisation and Share-to-Social features to maximise deliverability and impact.
What we did
• Email open rate surged to 61%, with one in five customers updating their information.
• Social sharing links generated more than 1.5 million Facebook impressions and thousands of new users.
• Current average open rate at 41% (Australian industry average at 16-24%).
The payoff
2. Use scoring & behaviour to drive next steps
Subscribers / Visitors
1st TimeCustomers
RepeatCustomers
Unengaged Customers
300 400 600 -400-200
Welcome Campaigns
1st Purchase Campaigns
Repeat Purchase
Campaigns
Loyalty Campaigns
Reengagement Campaigns
LoyalCustomers
95.9 %Batch
Campaigns
4.1%Triggered
Campaigns
Sales GeneratedVolume of Emails sent
59.8 %Batch
Campaigns
40.2%Triggered
Campaigns
2. Use scoring & behaviour to drive next steps
3. Create a pre to post sales process
Pre-Transaction
• Browse abandonment
• Cart abandonment
Purchase Process
• Order Confirmation
• Order status
• Shipping notice
• Shipment confirmation
• Trip preparation
Post-Purchase
• Satisfaction Survey
• Review request
• Review notification
• Recommendation
• Replenishment
• Repurchase
• Upgrades
Relationship
• Bounceback
• Account reminder
• Loyalty programs
• Account status
• Purchase anniversary
Which ones will you adopt?
1. One click enrichment
2. Scoring to drive next steps
3. Pre to post sales process
4. Test. Test.. Test…
5. Let automation do the heavy lifting