Toymaker Lego Group automates e-mail program with Responsys
Lego Group has revamped its e-mail program with a solution from vendor Responsys that has automated more than 50 ongoing marketing campaigns, including transactional e-mails, regional product updates and a monthly newsletter, the company reports. The program created more than 40 e-mail templates that can be adapted for different event-driven transactional messages such as order and shipping information.
“As one of the largest toy manufacturers—and the world’s largest construction toy manufacturer—we retain a laser focus on developing creative and engaging strategies for interacting with our customers,” says Finlay Robb, chief marketing officer of Lego Group’s global direct-to-consumer division. “Responsys brought the right team and the right technology to overhaul our e-mail program to meet our global marketing objectives."
Each of the templates provides brand-reinforcing design elements such as links to interactive games, highlights of the Lego Parents Network and fun Lego facts to incorporate with relevant personal messaging. E-mails are optimized for the customer`s type and the rules governing e-mail an any given region; they`re also individualized according to customers` purchase behavior.
Robb says the automated program, optimized to handle the company’s international market reach, has helped the Lego Group to be more efficient as well as more effective in its e-mail communication. “We’re thrilled with the new campaigns, which are totally automated so that they run behind the scenes with minimal effort on our part," he says.
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