Segmentation boosts ROI by 30%
FrieslandCampina plays a vital role in the daily supply of food to hundreds of millions of people around the world. The company now builds and maintains customer relations in China through more personal messages relating to healthy diets for pregnant women, and for those with babies and toddlers. As a result, FrieslandCampina’s email marketing ROI has risen by around 30%.FrieslandCampina aims to help people advance in life with the help of a healthy, natural diet. It supplies milk, baby and infant food, as well as cheese and desserts to clients across Europe, Asia and Africa. The company also supplies cream and butter products to bakeries, caterers and others in the food service industry.
It employs 19,487 dairy farmers in the Netherlands, Germany and Belgium. In fact, FrieslandCampina is one of the five largest dairy cooperatives in the world. Its annual sales of €10.3 billion also make it one of the most successful. It has offices in 28 countries with a total of 19,946 employees. Its products now find their way to more than 100 countries across the globe.
Using the know-how of Webpower to build customer relations
FrieslandCampina wanted to build customer relationships in China through more personalised communication. This would involve advice on healthy diets for pregnant women, as well as mothers with babies and toddlers. The challenge they faced in reaching customers on a personal level was two-fold.
Firstly, the company had been sending every member of its database the same content as part of its email marketing efforts. Secondly, the FrieslandCampina team lacked the technology and know-how to set up, organise and find valuable ways to use the data that segmentation would give them.
Segmentation based on growth phases
In 2012, FrieslandCampina China turned to Webpower for help. The first step was to define the target audience. We worked together to outline two “new” target groups; namely pregnant women and women with babies and toddlers.
The next step involved tagging the different members within the target groups with the aim of sending them content that aligned closely with their own situations. This way, we were able to define sub-target groups in terms of number of weeks pregnant, or on the specific month in the growth phase of the child.
The third step was to match the content of each email with the correct reader. With the help of the Webpower team and its software, FrieslandCampina were able to achieve this with ease.
Reaching different customers with ease
Due to the successful restructuring of its database and the introduction of tagging, FrieslandCampina can now send personalised e-mails to customers in China. It weekly newsletter content is also tailored to the tastes and needs of each of its target groups.
We thank Webpower for their strong support to FrieslandCampina CRM strategy in China. Our customers very much appreciate the personalised e-newsletters we send them. The fact that the ROI of our email marketing campaigns has risen by 30% illustrates how vital the help of Webpower is to the success of our company in the region.
CRM Manager @ FrieslandCampina China