Tuesday, October 30, 2012
For residents of Cincinnati and the surrounding areas, Graeter’s ice cream is a staple. In fact, the fourth-generation family-owned company has been around for 142 years and boasts some of the most brand loyal customers.
When the company took the leap in 2010 to expand the brand nationwide through retail partners championed by Kroger, it needed a way to continue engaging its current customers while creating relationships with new customers. Graeter’s partnership with ExactTarget proved to be successful, allowing the company to connect with its patrons across the country through personalized emails and customized landing pages.
One key way Graeter’s builds relationships with its customers is through the Sweet Rewards loyalty program. The program tracks member purchases and allows them to accumulate points. Once members earn 100 points, they’re able to redeem a free sweet treat.
The Sweet Rewards email campaign engages loyal customers through highly targeted, personalized messages. When patrons sign up to be a part of the program, they automatically receive a Welcome Email, which boasts an open rate of more than 40% and a click-through rate of 20%. The Welcome Email is followed by a Happy Birthday Email, Reminder Email when a member reaches a certain number of points, Thank You Email when a reward is redeemed, and occasional emails providing special offers. The Happy Birthday Email includes an offer for a free ice cream sundae, which yields a 45% redemption rate and drives sales.
“Our Sweet Rewards program allows us to continually engage with our loyal customers and maintain that critical relationship. It’s ExactTarget’s software that makes our program possible.”
-Nick Whitney, Director of Marketing, Graeter’s
To learn more about the Graeter’s Sweet Rewards program, go here.