The Spoonful 81way to reach out regularly to a huge pool of customers with targeted, rele-
vant, topical content. E-mail campaigns can help build and maintain aware-
ness of your brand, boost reputation and consumer confidence, keep your
customers up to date about new products and services, and offer an effective
direct sales channel.
‘The Spoonful’ is a great example of an e-mail newsletter specifically tailored
to engage an audience with a brand. With its primary focus on seasonally
relevant activities that mothers can participate in with their children, it engages
not just the primary food shopper in the household (mum) but also the primary
consumers of the product (children), helping to build next-generation brand
awareness and loyalty. The focus on fun activities that parents and children
can enjoy together is another plus for this campaign, helping to associate the
Rice Krispies brand with positive experiences for everyone involved.
The newsletter design is fun and funky, again ideally tailored to the audience,
and ties in well with the website, offering a seamless experience when recipi-
ents click through to read the full recipe, browse other recipes or comment on
and rate recipes they’ve already tried.
Any parent with young children already knows how challenging it can be to
keep them occupied and engaged. Finding fun, original and productive activi-
ties you can do together can be a real challenge, so a campaign like this one,
that delivers them direct to a parent’s e-mail inbox, was always going to be a
winner.
Marketers, don’t underestimate the power that e-mail still has to engage your
audience and keep your brand front of mind. If you build a solid opt-in e-mail
list and deliver regular content that adds real value for your customers e-mail
is still one of the most effective marketing channels available, and is typically
a fundamental component of a successful integrated marketing strategy.