Adding fizz to a soda giant's email marketing strategy
When beverage giant, PepsiCo needed to evolve their shopper-focused e-communications program, they turned to Hagopian Ink. With an ongoing five year retainer, we created emails that increased user engagement and brand awareness.
Our creative challenge on behalf of this long-term client was to build a unifying concept and editorial approach from disparate individual product and promotional messaging that Pepsi could then use to engage with its 4.5M email subscribers on an ongoing basis.
In response, we created Pepsico email messaging campaign, targeting families, moms and deal-conscious shoppers. We developed the overall strategy, campaign name, responsive design template and branded content. Hagopian Ink collaborated with Pepsi’s digital marketing department to complete ongoing email campaigns to each target market, including providing copywriting, design, HTML development and system testing across multiple browsers. email.
Crushing industry standards
Through a combination of engaging design, compelling offers, inviting subject lines and relevant content, Pepsi’s email open rates increased to a 2-year average of 19% and a click rate of 16%. Localization and personalization were instrumental in increasing metrics with a comprehensive welcome series, targeted birthday campaign and local deals based on zip code.