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Woolworths eDM campaign

Targeted post-event comms creates a lasting impression

Woolworths, the Fresh Food People, came to us to maximise the buzz around their sponsorship of the Sydney Royal Easter Show, Brisbane’s Royal Queensland Show Ekka, and the Royal Melbourne Show. To extend the reach of its live stands at these key events, Woolworths briefed Because to develop and execute targeted eDM (electronic direct mail) campaigns for both reward cardholders and non-cardholders.

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To make the most of these important partnerships and increase the lifespan of customer relationships, Woolworths wanted to follow up with consumers to reward and incentivise them to shop in-store and online. 

During the shows in April, August and September respectively, visitors who attended the Woolworths Kitchen stand and Fresh Ideas Workshop were asked to register their details including membership status. We designed four email templates tailored for reward cardholders and non-cardholders who attended these events. Each one contained family recipes, special deals, promotions and food inspiration. The data was uploaded to HubSpot and sent via email to visitors 24 hours after they attended. The emails garnered a high engagement rate – smashing retail industry averages – and created a lasting impression on Woolworths customers.

total emails sent
average open rate (27% above retail industry norm)
average click rate (16% above retail industry norm)