Hats off to ExactTarget agency partner, Customer Portfolios for the terrific work they are doing to help Dunkin’ Donuts roll out its new Dunkin’ Perks™ customer loyalty program.
As reported by Amy Johannes in the January 23rd online
As reported by Amy Johannes in the January 23rd online edition of PROMO P&I, Dunkin’ Donuts will use permission-based email to keep customers enthused, engaged, and most importantly . . . coming back to its stores and its website to take advantage of special offers.
In the article, Joahannes notes that customers who opt-in for the Dunkin’ Perks program will receive e-mails twice a month with product news, store locations and special in-store and online offers. Members get offers throughout the year specific to their local market.
David Tryder, Dunkin’ Donuts manager of interactive and relationship marketing said, “We want to continue building relationships with our customers by sending them targeted communications and offers.”
Localized Promotion
One of the things I like about this program is that many of the promotions Dunkin’ Donuts sends will be specific to the Dunkin’ Perks™ member’s geographic location. I think franchise owners will love this! As I am reminded when I click on the “Perks FAQs” menu item (See My Perks Profile page below), “It's the easiest way for Dunkin' Lovers to keep up to date with everything happening at Dunkin'.”
And just in case a consumer needs help finding a Dunkin’ Donuts store where they can get their DD fix, a handy store locator makes it easy for me to find one.
The Dunkin’ Perks™ program was piloted in
As to how the one-to-one marketing program works, Godfrey said, “As customers use their Perks card, all transaction data is captured so we know what they are spending per visit, how often they are visiting their Dunkin’ Donuts store, and at what time of day they are visiting. This enables us to target customers with relevant, just out of reach offers. When customers change their behavior, they are rewarded. Everyone is happy. To that end, we consistently see over a 50% open rate for Perks’ emails!”
Godfrey added, “To ensure customers become accustomed to receiving and recognizing their regularly scheduled Perks email, all emails carry the same subject line: Dunkin' Perks Alert.”
The Agency Behind the Dunkin’ Perks™ Program
Customer Portfolios is the agency behind successful database marketing programs for many brands including Johnston & Murphy, Hat World/Lids, Unicef, World Travel Holdings, and Baskin-Robbins. The firm’s “Lights-Out Marketing” solution enables organizations to execute highly targeted and triggered email marketing programs that are based on such specifics as the customer's segment, life cycle stage, and purchasing behavior.
Posted by: Ali Sales on Wednesday, April 9, 2008
Joel, this is a fantastic post. And the donuts look really good.