Team ITG’s eCRM experts design and build personalised email communications for Co-op, so we were delighted to see the brand’s campaigns were showcased by Litmus in their ‘Best Live Emails 2021’ feature.
To achieve cut-through in today’s ultra-competitive market, it’s vital that our clients are able to speak to their customers on a personal level, providing bespoke messaging that adds value and increases engagement.
That’s what our teams provided for Co-op, using a real-time content marketing tool to harnesses customer data for personalised messaging, while creating powerful interactions within the emails themselves. An exciting fusion of creative and data, we supported Co-op in finding innovative ways to employ this tool throughout a wide range of their marketing communications.
We ensured Co-op’s messaging was based on tailored relevance, factoring in variables such as the customer’s current location, local weather and even the time of day. Co-op were also able to initiate real-time engagement with customers, for example with polls that allowed members to select a response, refresh and instantly see an updated result, all from within the email.
In fact, when we featured a poll in an Easter email for Co-op in 2021, we found that total clicks increased by 31%, showing that customers were responding to the greater ease of interaction.
Our team have utilised a huge range of different personalisation options to keep Co-op’s eCRM content fresh and relevant to customers, and thanks to our work, Litmus featured several Co-op campaigns in their ‘Best Live Emails 2021’ collection. As a globally used platform with widely distributed content, Litmus is a prestigious name within the eCRM industry, and we’re delighted to have our work with Co-op recognised amongst such esteemed company.
Feedback from the brand has been fantastic, with Leigh Whitnall, Co-op’s CRM Lead, saying, “We’re really happy with the work Team ITG have produced, which has enabled us to provide a deeper layer of personalisation and interaction within our emails to customers. Their dedication and expertise has been evident throughout our partnership, and I’m so pleased that this has been reflected in the recognition from Litmus.”
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