KEY METRICS

SUMMARY

Last fall, we welcomed a new wave of subscribers into the Sargento family that indicated an affinity to Sargento® products through their interactions with a leading loyalty rewards program. This affinity enabled Sargento to deliver relevant content and personalized rewards to lovers of Sargento’s real cheese. With this new wave, we were able to acquire more data about our subscribers’ preferences and purchase histories, which sparked the idea to build personalized content into our welcome series and the ongoing monthly sends for this audience.

Inclusivity is one of Sargento’s brand pillars, so first and foremost we wanted to tailor our content to our subscriber’s language preference. Segmenting our audience by language and building English and Spanish versions of our creative demonstrated the power of personalization with a 42% open rate and 3.1% click rate for each language version of the first email in the welcome series. In addition to language, we further segmented our audience by product preference and went on to design seven distinct creatives, featuring different recipes that aligned with each subscriber’s unique tastes.

From the subject lines to the featured recipes, we wanted to ensure that we were putting our best content front-and-center. We performed an analysis on the copy and featured recipes from previous loyalty rewards campaigns to pinpoint and include the ones that would be most likely to prompt engagement from our new subscribers. And we didn’t stop there! Following the welcome series, we’ve continued to serve this audience personalized content on a monthly cadence through the implementation of a dynamic content block that pulls in recipes based on each subscriber’s preference information.

Through our segmentation efforts and content strategy, we were able to not only introduce over one hundred thousand new subscribers to the joy of 100% real, natural cheese, but also continue building that brand loyalty each month in perpetuity.