consumer

Purina Email Success

Purina Email Success

Email Campaign Expertise: We Know How To Get People To Open, Ready & Act.

A successful email marketing campaign is a unique science. How do you get someone to read your message, let alone even open the email!? Leave it to the experts here at Infuz to have earned the label of being the “email experts” – as the emails created for Purina® Tidy Cats® litter brands and Yesterday’s News®Brand Litter are some of the best and most consistent performing email campaigns in the company’s history.

For numerous campaigns over the past three years, Infuz provides everything: messaging, artwork, design, subject line testing, html, text only versions, A/B testing and deployment.

In December 2010 through January 2011, we moved the needle in the following ways with our email marketing campaigns*:

BREEZE®Brand Litter System Emails:
• Click-through rate near 30%
• Delivery rate around 97%
• Ranked 2nd overall in open rates for all of Purina’s email marketing during that time period

Purina Tidy Cats Emails
• Open rate of nearly 22%
• Click-through rate near 32%

Yesterday’s News
• Open rate of nearly 15%
• Recorded over 34,000 click-throughs

*Data received from Stratigent

It’s no secret that Infuz knows how to engage, attract and activate through digital media – even through something as simple as an email.

Take a look at some of our highest performing creations to the right.

CES 2011 Recap

CES 2011 Recap

After a whirlwind weekend of electronic nerdophilia, I’m back in the land of normal sized TVs and stable internet connections to share my thoughts on the connected TVs, Tablet, and Interfaces I encountered at CES 2011 in Las Vegas.

While I would have loved to have posted my thoughts earlier, apparently packing 140,000 technophiles into an area doesn’t do wonders for the local internet service. Shocker right? To recap the last post, I was looking for three big trends at CES: Internet Television, Tablets, & Natural User Interfaces. While I wasn’t blown away or shocked by what I saw there were some interesting developments with long term effects for advertisers and consumers alike. There were also some curious oddities that stuck out to me that you may not hear about elsewhere… I’ll get into those later.

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Digital and the Deliberate Consumer

A new report from PriceWaterhouseCoopers re-affirms our analysis of post-recession consumer attitudes: Shoppers will be more deliberate and purposeful in their spending due to high levels of unemployment and personal debt. Boomers in particular will show more pragmatic shopping behaviors as they focus more attention on rebuilding their nest eggs.

So what does this mean for brand marketers? Price pressure won’t lift anytime soon and brands positioned as premium or luxury will continue to struggle.

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A lesson in isolating your target demographic: The Sprite Step Off

A lesson in isolating your target demographic: The Sprite Step Off

Coca-Cola finds their Sprite brand extension in hot water this week after backtracking, naming two co-winners for their first ever Sprite Step Off program. The competition, designed to celebrate the history and heritage of collegiate stepping, concluded on Saturday with the Epsilon chapter of Zeta Tau Alpha winning the competition and taking home the first place $100,000 prize. Competing against traditional black sororities, the Zetas from the University of Arkansas pulled off the upset and caused an immediate uproar following the event amongst event attendees, which by Monday morning had carried over onto the Sprite Facebook page.

While a white sorority winning the tournament was controversial, the real stir up began late Wednesday evening when Sprite announced on their site, that during a post-competition review, a scoring discrepancy had been discovered and an additional winning sorority had been announced. The Alpha Kappa Alpha sorority would now be deemed co-winners, sharing the spotlight with the Zeta Tau Alphas, while both would receive the $100,000 grand prize.

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Your brand is not my friend, but we can still hang out

Your brand is not my friend, but we can still hang out

Coke, Unilever Drop Campaign Sites in Favor of Social Media

Unilever and Coca-Cola Europe are leading a new trend in digital marketing, shifting dollars away from traditional campaign websites to social media platforms. Campaign websites are increasingly viewed as expensive and disposable platforms for consumer engagement.

While on the surface this trend seems to be fueled by a need to reduce marcom costs, there are other things at play:

  1. Brands are now focused on going where their consumers are and adding value to that experience.
  2. Short term thinking (campaigns, promotional windows, etc.) is becoming obsolete. Brands are beginning to see that building stronger relationships with consumers requires a long term strategy and long term communication platforms. Email alone doesn’t cut it, and the stringing together of an infinite series of campaigns is old school.

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