Mud Pie has subsequently implemented a number of initiatives for its B2C audience, including an abandoned cart campaign and loyalty program. Its most successful campaign is an “important occasions” program driven by IBM Marketing Cloud’s Programs functionality. Since people often forget birthdays, anniversaries and other important dates, Mud Pie saw an opportunity to capitalize on this tendency by implementing a program that would couple date reminders with incentives to buy.
Four days after customers sign up for the Mud Pie email program, they receive an invite to enter three “special occasions” dates, such as anniversaries and birthdays, for their friends and families. A customer can also enter into the “important occasions” program directly from the Mud Pie website by responding to a call to action to sign up.
Customers enter their important occasion information via a Web form in which they’re required to provide their full name, email address, important date(s) and name of each date, such as “Mom’s Birthday.”
After signing up for the program, customers receive a personalized email reminder 21 days prior to each important occasion, accompanied by a “10 percent off” coupon. This triggered email is based on a date field in IBM Marketing Cloud and triggered within IBM Marketing Cloud Programs. Since this is part of IBM Marketing Cloud Programs, all communications are automated.
Mud Pie was able to successfully implement its “important occasions” campaign through the expertise of Whereoware and use of IBM Marketing Cloud’s Programs functionality. The campaign is seeing impressive metrics, with a 39 percent open rate and a 31 percent click-through rate. It’s also Mud Pie’s highest revenue-generating consumer campaign to date, achieving a 5 percent conversion rate. Currently, 8.5 percent of its database has joined the program. MudPie is looking to implement more automated programs in the future to further strengthen its B2C business.
IBM Marketing Cloud, part of the IBM Marketing Solutions portfolio, powers the delivery of exceptional experiences for customers across the buyer journey by leveraging customer data and behaviors, providing analytical insights and automating relevant cross-channel interactions. The cloud-based digital marketing platform provides email marketing, lead management and mobile engagement functionality to inform and drive personalized interactions in real time.
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