Starbucks consumer relationship programme Case study Digital content ECRM Brand logo (for case studies)
Case study Best in class ECRM & email content Starbucks are a best in class example of how a fast food / coffee bar / restaurant chain can create always-on, online communications with continuous promotional activity to build customer loyalty with regular, repeat purchasing. This case study collates together examples of their email marketing content and approach, showcasing best practice in rewarding loyal, card-holding customers. This programme has been a key driver of business success for Starbucks alongside its hugely popular Facebook page. Customer visits a coffee bar and is encouraged to visit website / Facebook page Coffee bar Website Customer visits website / Facebook page looking for offers Or receives loyalty card Customer signs-up for email newsletters Sign-up Email Customer receives email with special in-store offers / promotions highlighted Customer returns to bar to take advantage of offers Coffee bar
Starbucks: The content calendar The ECRM message sequence following sign-up
Build relationships that grow customer value Changing the place of coffee consumption Fortnightly email newsletter from a powerful ECRM programme Driving increased frequency of purchase Unlocking a massive increase in average spend per consumer on coffee Undermining market demand for coffee machines Clear proven ROI
Build relationships that grow customer value Changing the place of coffee consumption Each email subject line is varied & compelling (with clear call-to-action) to entice recipient and maximise open-rate
February 2nd Starbucks Card Spring Newsletter Don t miss free brownie day Fairtrade fortnight Perfectly relevant insights fuel exactly the right content at this stage in the consumer s journey Subject line perfectly describes the message content and gives an implicit reason to click. Offer does not require spending anymore than you normally would at Starbucks.
February 11th Starbucks Card Rewards Win a sensory weekend in London Cake to share on Saturdays Content encourages a sense of community and helpfulness. Does not try to sell. Promotional messages help drive consumers to Facebook. Benefit s of being engaged are demonstrated.
May 6th Starbucks Card Summer Newsletter Stay chilled this summer at Starbucks Iced Caramel Macchiato Informative, tip-based content relevant to time of year. Encourages conversations to happen in the store. Encourage consumer to find out more,participate, and become more informed about their coffee options.
March 8th Starbucks Card Rewards Thanks for making us part of your day Enjoy a free Starbucks Petite Subjectline gives a compelling reason to click. Introduces special offer program for three weeks of March, giving a reason to keep opening future emails. Card Rewards links appear clearly in the header encouraging consumer to log into and manage their account. Promotional messages help drive deeper use and encourages visiting the store with a friend.
March 16th Starbucks Card Rewards Here s to you Thursday Free Cocoa Cappuccino. Subjectline gives an compelling reason to click, consistent with previous email. Header remains the same as previous email. Clear uncluttered message. Introduces a new product. Promotional messages help drive deeper use and encourages visiting the store with a friend with a voucher for free cocoa cappuccino with purchase of a drink.
March 29th Starbucks Card Rewards Here s to you Thursday Free bag of coffee for the weekend Subjectline gives an implicit reason to click, consistent with previous emails. Clear uncluttered message. Header remains the same as previous email. Encourages consumer to experience the product at home. Continues to present rewards to consumer. Thanks consumer.
May 12th Starbucks Card Rewards Happy Hour Enjoy half price Frappuccino between 3-5pm 13-22 May Relevant content to time of year. Another special offers. No message has been delivered without offwering a reward for the consumer. Appealing to a new tastes with a sense of fun. Design is complimentary to the featured product. Try something new and create your own frappuccino helps drive deeper use.
June 1st Starbucks Card Rewards What's for breakfast? Setting you up for the day Subjectline perfectly describes the message content. Header remains the same as previous emails. Message helps drive deeper use and informs consumer of new products, options and a new reasons to go to Starbucks. Does not contain a special offer.
June 1st Starbucks Supporting National Literacy Trust Win 150 worth of book vouchers for your family Win 1000 book hamper for your local primary school Subjectline perfectly describes the message content. Introduces a sense of community and philanthropy. Has a different look and feel. Encourages further use of Rewards Card in the store.
October 2nd Starbucks Card Starbucks via Ready Brew customer survey Complete the survey and receive a 5 Starbucks card as a thank you Delivered as a bulletin, different look and feel. Strong call to action. Introduces new product. Survey is positioned as a privilege with a 5 thank you card.
December 20th Starbucks Card Exclusive Offer Receive a free Starbucks Christmas Blend Download voucher Exclusive offer evokes the holiday spirit and introduces the idea of shopping at Starbucks for Christmas gifts. Announces seasonal product. Encourages visiting the store with a friend (must buy two drinks for this offer).
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