Valentines is a key moment in the year for gift and card retailer, Greetz, as a place where people express their love for friends and family. In 2023, the first year after the coronavirus pandemic, they saw a challenge in customers ordering cards online again. The CRM team at Greetz took this opportunity to engage with their customers with a unique experience through their newsletters.
Celebrate Love Deals (Vier de Liefde): Bigger than just a campaign
With the innovative “Celebrate Love Deals” campaign, Greetz not only celebrated the essence of Valentine’s Day but also positively influenced the buying behaviour of its customers. In Dutch, the word “Vier” means not only “Four” but can also be used for the word “Celebrate”. This clever play on words, uses the word “Four,” which stands for both celebrating love and 4 days of deals. With this campaign, they wanted to make sure people started ordering in time for Valentine’s Day while keeping consumers engaged with the newsletters by making them curious about what the new deal is each day.
“The 4 emails went out to our entire base every day. It was great we could rely on Deployteq’s robust and stable platform to get the emails out quickly and on time to our customers.” – Maaike Kort, CRM & Email marketer at Greetz
The importance of segmentation
At Greetz, they strive to always strike the right balance between attractive discounts & offers and creative content to engage their customers. This is also evident in their approach to recognising the diverse needs of their customers.“We understand that not everyone has the same interests, especially when it comes to specific occasions like Valentine’s Day.” That’s why we introduced a unique option that allows you to opt in or out specifically from Valentine’s Day newsletters.
What makes this preference center so special?
- Personal choices: It recognises everyone has different preferences on the content they want to hear about. With the unsubscribe option, Greetz gives customers complete control over their newsletter experience.
- Positive feedback: Those who opted not to receive Valentine’s newsletters were happy to have the option! Our research of the feedback using Sentiment Analysis shows that the score is an impressive 0.45 on a scale of -1 to 1.
- Customer-centric approach: By listening to customers and giving them choices, Greetz provides more control, personalisation and an overall enjoyable newsletter experience.
Just because someone unsubscribes, doesn’t mean their experience is any less special. That’s why Greetz added a touch of joy to the unsubscribe process with a happy GIF.
When the customer decides they don’t want to receive Valentine’s newsletters, Greetz approaches this through playful GIFs, adding a positive and light-hearted element to the process. It’s a way to celebrate the customer’s personal choice and ensure that opting out is still a joyful experience.
Another highlight was the interactive Valentine’s Quiz that attracted nearly 12,000 participants. This playful element helped customers discover what type of “Valentine” they were, which contributed to the festivity and engagement around the campaign.
What makes this campaign so special is their unique use of personalisation, segmentation and putting the customer in the driver’s seat. It’s easy to make sure you show up at the right time your audience’s inbox, but to really make sure you stand out with relevant content is another skill entirely.
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