E-mail programme aims to increase customer loyalty
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The Database Group product story
Edited by the Marketingweek Marketplace editorial team
Nov 23, 2009
Database Group Interactive has developed an e-mail marketing programme for the Balvenie distillery designed to engage single malt whisky fans around the world.
More than 20 highly targeted broadcasts have been sent for the Balvenie, containing distillery insight, new release news and details of local tasting events.
The broadcasts are designed to increase drinker loyalty and advocacy.
The Balvenie newsletter targets more than 25,000 members of its Warehouse 24 programme and 'warm' non-members every month in the UK and abroad.
Since Database Group Interactive first started broadcasting the campaigns in February, it has achieved an average open rate of 60 per cent and an average click-through rate of 25 per cent for members of its Warehouse 24 programme versus national averages of 23.6 per cent for opens and 11.5 per cent for click-throughs.
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