Sony Email Campaign
Client
Sony is a leading manufacturer of audio, video, communications, and information technology products for the consumer and professional markets. Its music, motion picture, television, computer entertainment, and online businesses make Sony one of the most comprehensive entertainment companies in the world.
Challenge
Sony engaged IDEA to manage its email marketing program and improve segmentation, increase list acquisition, e-revenue, and traffic to sonystyle.com.
Solution
IDEA worked with the Sony client to evaluate all program aspects from contact strategy and opt-in to landing environment and messaging. IDEA has specifically recommended and implemented prospect triggers, new buyer triggers, and segmentation strategies to improve response and relevancy to Sony's loyal email audience.
Specifically, the prospect triggers emphasize all aspects of the SonyStyle experience; use very broad creative and messaging to mirror the number of options available to a prospect - shopping, learning, customer service, special promotions. A "wheel" of messages, or series, is sent to further engage the prospect before they are moved into the main email program.
The new buyer triggers are also effective at engaging customers as they are designed to match the product category purchased and offer additional learning resources for those buyers. IDEA also supports coupon reminder emails, store openings, product registration and other parts of the email program while adhering to brand standards and optimizing response.