In 2009, Heinz, one of the world’s leading marketer of branded foods, launched their online UK Baby Club designed to support expectant and new mums throughout the first year of a child’s development. Consumers were invited to register to receive monthly emails, mail packs with free samples, money-off vouchers and feeding guides, as well as nutritional information, recipes and advice from Heinz experts.
Having worked with TwentyCi previously, Heinz re-engaged TwentyCi to develop an email and campaign management solution for registered consumers.
TwentyCi developed a marketing database integrating analytical, campaign management and email communication software. The solution enabled Heinz to fully maximise engagement with their customers with targeted, relevant email communications, as well as tracking and analysing all responses and activity throughout the programme.
Outcome & Results
The Baby Club is an enormous success achieving:
- Email engagement exceeding industry benchmarks at 40% open rate & 60% click rates
- Above average coupon redemption, resulting in high levels of product trials
Following the success of the Baby Club, TwentyCi have been tasked with using their framework methodology to drive relevant engagement across the wider Heinz portfolio, including Heinz Tomato Ketchup and Heinz HP Sauce.