Pernod Ricard: Segment-Targeting to Create Future Prospects

Objective

To encourage newsletter subscriptions among a chosen demographic.

Approach

An email lead-generation campaign was planned with a key partner. Recipients were targeted based on gender, salary, location and drinking preferences. They were incentivized to win a relevant experience to Chivas. Post data submission recipients were asked further profiling questions, providing customer insight into their drinking habits.

Results

The campaign proved very successful with thousands of leads generated in just one week. Due to the optimal targeting of the campaign, the follow up email communication achieved an open rate of 73% and a click through rate of 19%.

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