Best Email Email Message Campaign

Cierge is Sony’s by-invitation-only exclusive VIP program that caters to Sony’s high-net worth customers and provides the highest level of service and support.

They engaged BGT Partners with the immediate need to evolve its email campaign program with the following goals:

Improve Sony Brand and Product Awareness (pre-sale opportunities) to an Exclusive Segment via e-mail
Deliver Sony United Messaging and Offers
Educate Members on Sony Products, Technologies, and Services and Benefits
Increase Revenue from Membership (description of key product must be enticing to buy)
Advise of our Unique Events
Work within SPAM guidelines to bypass the SPAM Filters to make sure we are reaching key audience

The mailer is made up of (3) Parts: Static Content Pages, Links to Other Sony Property Sites, Leveraging Web Collage and The Member Management Application.

Some of the features and components for the email campaigns include:

Personalized Links
Member Management
Campaign Management
Site Metrics
Research Center
Benefits and Services
Contact and Personal Assistance

Since the start of the program, over 16 emails have gone out with a periodicity of two weeks. Response rate has been superb. Sony has also been able to leverage other sister companies and position brands such as Sony Pictures Classis and Sony BMG.

Cierge clients are also pampered by their Personal Cierge by receiving regular offers and customized services. These emails serve as an ideal tool to create a stronger bond between Sony Cierge and customers, while at the same time driving Sony product messaging in an engaging and dynamic way that suits Sony client’s lifestyles.

The newsletter also offers the possibility of raising awareness on the consumer about particular subjects that are relevant to it issues’ features via the column on the right hand side. This section is flexible enough to customize each mailer to the relevant context.

Sony Cierge’s email campaigns have been very successful at leveraging Sony’s many brands in an effective way. The content is prepared exclusively for this very captive audience in order to increase the relevance and the success of each campaign. The visual and narrative designs are developed to connect with the relevant stakeholders in order to deliver a persuasive message.

On average, these email campaigns offer an ROI of over 10 times the initial investment in production and deployment.

Open rates range in the 22-39% interval.

Since the beginning on the campaign over six months ago, over 150.000 emails have been sent.

Sony's Cierge program is very unique in the sense that it focuses on very personalized client services and daily interaction from executives with list members. The interactions are emphasized by email campaigns and constant telephone contacts between executives and clients.

Contributors:

BGT PARTNERS

Location: United States