In May and June 2013, the B2B division of Nespresso conducted an email marketing campaign on the partner base of Club Nespresso of Barcelona, Madrid and Valencia. The goal was to approach the consumer base to the new Aguila machine. This machine combines the best traditional methods of coffee making with the latest advances of Nespresso for facilities with a large volume of business, capable of making hot or cold coffee gourmet recipes at the touch of a button.
The campaign consisted of carrying traffic to an application on Facebook with which the user could discover the Nespresso recipes available at coffee shops that carried the new AGUILA machine. Additionally, the application generated a customized voucher that could be redeemed for a recipe in one of the participating coffee shops.
The email marketing action, coordinated and conducted by the agency Digital Response, specializing on email marketing, was the main traffic generator to the application on Facebook, and also of carrying traffic directly to the coffee shops.
With the goal of leveraging the impact of the email marketing action, a QR customized code was included in the email so the user could redeem it for one of the Nespresso recipes at the coffee shop.
48.66% of visits to the Facebook application were generated through email, and in the same line, there was an improvement in key email marketing metrics such as openings, click-through rates, and conversion rates.
Total Openings per 100 emails delivered
Total clicks per 100 emails delivered
Based on the users that clicked and visited the application, or also redeemed the coupon at the coffee shop.
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