Entry2 — IAC Award

Entry2


Happy birthday, dear customers:

How Epson uses birthdays for content marketing about printers 

CONTEXT:

Epson wants to have a very personalized online dialog with its customers. This includes, for instance, involving the recipient's registered printer in the communication as often as possible.

The birthday of every individual customer creates an opportunity to integrate their printer into customer communication. The customer should be inspired to use the product intensely. With its birthday campaign, Epson is aiming to increase customer loyalty and the sales effect and to differentiate itself from the competition through a positive impression.

TARGET AUDIENCES:

All newsletter recipients who have registered a printer fall into the target group.  It should inspire the user to actively use the product. The emailing campaign is sent out to customers in the United Kingdom, Germany, Spain, Italy and France. 

AUDIENCE AND GOAL OF ADVERTISEMENT / CAMPAIGN 

Epson's birthday campaign is targeted to all newsletter recipients who have a printer registered.

Epson wants to surprise customers on their birthday. And the printer they registered should play an active role. The goal is to promote customer loyalty and sales.  In addition, the campaign should leave the recipient an enduring impression of what makes Epson stand out from the competition.

The birthday campaign is structured into three stages. The recipient can prepare his or her birthday party with Epson, then receives a surprise on the day of honor, and finally, is reminded after the birthday to print out the birthday pictures in matching picture frames.


Ideas, strategies and implementation 

A three-stage campaign was developed so that recipients can celebrate their birthday with Epson. Recipients receive emails from Epson before, on and after their birthday. The emails are visually structured to reinforce a recognition factor with the customer. Every email contains a benefit for the customer which concerns handling his or her printer product. The content marketing strategy not only stimulates customer loyalty but sales as well.

  • The first email is sent fourteen days before their birthday. In this email, templates for party invitations and DIY party decorations for easy printing are introduced to the recipient. (Email 1)
  • The next email arrives on the customer's birthday. As a surprise, a discount coupon for 10% off their next purchase in the Epson online store is included. (Email 2)
  • Three days after their birthday, customers receive an email with fitting photo frame templates for their birthday pictures to print out for themselves and their party guests (email 3).


his mailing campaign particularly contrasts Epson from its competition. Very few companies which utilize birthday campaigns send emails before or after a customer's birthday.
With this, customers are provided with appropriate content surrounding their birthday, and, thanks to Epson, they can design their party (& reminders) using suitable templates.
Recipients are selected automatically from the database every day and forwarded to the mailer system so that the emails can be triggered. Every recipient receives the birthday campaign only one time per lifecycle. 


Results/success of the campaign

  • The first email sent before the birthday day achieves an opening rate of 27% and a click rate of almost 5%.
    The invitations and decoration templates for printing are clicked on and thus more closely looked at by every 5th recipient who opens the email. 
    The click-to-open rate is 18%.

  • The coupon email (email 2) which the recipient receives on the day of the birthday, has an opening rate of 29% and an click-to-open rate of 12%.

  • Email 3, with the picture frame templates, is sent after the birthday. This achieves an opening rate of 27% and a click rate of 3.5%.
    Every 8th recipient who opens this email clicks on the photo frames.

All information reflects average values across the five countries, mentioned above, where the campaign is carried out. These numbers are from the campaign time period between January 2014 and November 2014.

Key Figures EMail 1

 

 

Key Figures EMail 2

 

 

 

 

Key Figures EMail 3

Email 1:

The first email in the birthday campaign is sent fourteen days before the recipient's birthday. This is automatically pre-selected in the database. The contents of the email are templates for preparing and planning a party: Customers can conveniently print out invitation cards and party decorations such as place cards and garlands using their printer.

The success of the campaign mailing: This email achieves an opening rate of 27% and a click rate of almost 5%. The birthday templates are opened and thus more closely looked at by every 5th recipient who opens this email. The click-to-open rate is 18%.

Email 2:

The second email is received by the recipient on the day of the birthday. Epson gives customers a coupon for a 10% discount on the next purchase in the Epson online store as a birthday surprise. The customer can use the discount for the correct ink or printer paper, for example.
The success of the campaign mailing: This email achieves an opening rate of 29% and an average click rate of 3%.

Email 3:

The third email is sent three days after the birthday. In this one, Epson showcases a fitting idea to the customer for how they can preserve memories of their birthday and share them with friends and acquaintances. Epson provides photo frame printing templates in the email. Customers can print the frames and party pictures, which make wonderful souvenir gifts for friends or themselves.
This mailing particularly contrasts Epson from its competition Very few companies which utilize birthday campaigns send emails after a customer's birthday.