Welch’s wanted to turn their e-newsletter into a vibrant loyalty and customer knowledge generating program. Designing the program started with a data development plan including registration questions and ongoing polling to draw in actionable information.
Welch’s could now identify key group influencers, bulk purchasers, and different types of customers. The e-newsletter delivered custom stories, pictures, and coupons to each member based on their special interests.
Q4 worked with The Via Agency to provide loyalty strategy and technology selection services to their client, Welch’s.
Marketing System Selection
Welch’s needed a new email marketing system ready to handle 1-to -1 variable content and seamless customer data development for their loyalty newsletter.
Having designed the Welch’s e-newsletter loyalty program and understanding their future growth management needs, Q4 was able to lead the Welch’s team through the multi-vendor review process, facilitate the contract negotiation, and coordinated the implementation of the Exact Target solution.