Sony Welcome Campaign Delivers Welcome Results

PostUp’s Strategic Services team helped Sony analyze their messaging programs and develop strategies to drive email program growth and increased customer lifetime value.

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The Project

PostUp’s Strategic Services team engaged with Sony to analyze their messaging programs and develop strategies to drive program growth and increased customer lifetime value. After a comprehensive audit of the existing email communications, the teams honed their focus on a series of multi-message welcome programs designed to educate and engage new Sony Card members.

We also worked with Sony to develop and execute a test plan to quantify the impact of the new program. The goal of the serialized campaign was to welcome, educate, and more deeply engage new members with Sony Rewards program and online properties. Recipients of the campaign were new Sony Card holders who registered for the Sony Rewards loyalty club. Half of the new members received a test message stream consisting of an initial welcome message on day one, follwed by a second message on day four, and a third on day seven. The remaining 50% served as a control group and received the existing single welcome message.

The Results

The serialized test email campaign drove 627% more total clicks than the control campaign.

The strategic execution of this campaign earned a MarketingSherpa Gold Award for Best Automated Email Campaign. The campaign itself resulted in a 157% increase in click-throughs and drove significant engagement for the group receiving multiple messages versus the control population.

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