Brand Loyalty = Opportunities
I’m an avid user of kraftfoods.com — an enthusiast who’ll gladly refer friends – who likes receiving their direct email marketing pieces. We have a loyal business-consumer relationship. And how were we introduced? About two years ago, I was looking to spice up (no pun intended) my life in the kitchen and I Googled “recipes”. Here’s what I found, right on the first page of search results:
Nothing fancy-shmancy. The blurb under the link doesn’t waste any time. It showcases the site’s best features: a meal-planner, recipes by e-mail and your own on-site recipe box. What’s that—a quadruple opt-in opportunity? Impressive. And now for the homepage:
Quadruple opt-in, indeed. Remember our blog post, “How to Maximize Your Subscriber Quality”? It mentions iMedia’s post about including as many opt-in opportunities as possible. Here is a classic example.
With so many tempting offers, cool online recipe searches and tools, and their free, full-color magazine with seasonal recipes, I’d found more than what I was looking for.
The rewards for opting-in to their email far exceeded my expectations. Kraftfoods offered services other recipe websites didn’t: personalization, incentives and coupons, free gifts, healthy living tips, and so much more. That’s how kraftfood.com’s email marketing reached my inbox and won my heart.
Posted by MindComet on Feb. 09, 2007