Kellogg’s CRM program uses a dynamic email template to deliver customized content featuring various Kellogg’s brands. Audience segmentation has evolved dramatically – from originally focusing on subscribers with children versus subscribers withoutchildren, the program has grown to also target boomers, specific deal-seeking behaviors and various levels of household consumption.
Based on Kellogg registration information, survey data and engagement history, subscribers receive varying content each week. CRM emails serve different objectives byaudience segment. Objectives include downloading coupons, viewing recipes, announcing new products and highlighting promotions and sweepstakes to drive trial, aswell as promoting Kellogg’s Family Rewards™ sign-up and participation. In addition, the CRM program serves as a vehicle for Kellogg to communicate its corporate message and engage its users with polls and partner offers.
As a result of the CRM program, Kellogg has experienced a consistent and significant saleslift across categories and segments.