USE OF MARKETING AUTOMATION FOR THE TCS WELCOME MAILING
It is essential to establish an initial customer interaction through a welcoming message to properly greet new members. Therefore, new customers should receive a personalized welcome email upon registration. This should go far beyond a basic, one-size-fits-all standard.
TARGETED PERSONALISATION
A mailing that leverages the newly entered data of its new member and incorporates it into the initial direct contact—that’s what personal communication looks like.
netzeffekt developed the components of the welcome mailing in close collaboration with TCS. Special emphasis was placed on the visual design of the mailing and user guidance. To perfect personalization, parameters were defined in the Salesforce Marketing Cloud to automatically integrate user data into the mailing.
RIGHT ON TARGET
The welcome mailing is a real success. With a unique open rate of more than 70% and a unique click rate of 45%, the mailing has met with an incredible response.
The new customer receives a list of all the information he or she entered when registering for membership at a glance. The type of membership and its individual components are explained, the member receives their membership number and is asked to register in the TCS Club. The TCS app and the benefits programme, in which many other advantages await discovery, are also pointed out.
