Juicy dialogue from innocent drinks
When innocent’s subscribers grew as exponentially as the company, their marketing team realised that pasting 5,000 addresses into an email was not only impractical but they should really start finding out whether people were actually reading their newsletter.
Turning to the PureResponse email software solution, they were able to begin to see how many people were opening their email marketing campaigns and how deep they were going.
The gang at innocent have led the way in engaging and very cool communications with their fans and customers. Usually email marketing can be dissected by examining issues such as incentivisation and ROI. The innocent drinks weekly email newsletter, however, reads more like a collection of cool stuff a friend might send you on a Friday afternoon.
Although product launches or company announcements do get mentions, you’ll also find links to models of ants' nests, the world's poshest treehouse, odd-shaped clouds and Labradors in tutus.
While some companies spend considerable sums of money ensuring the design, wording and mechanics of their email communications deliver a tangible return, innocent, for now, are far more pragmatic in their approach.
