When a customer either clicks “checkout” or goes to a store and purchases a camera, your brand’s job of marketing is done, right?

Perhaps it could be, but brands like Nikon knows that to transform one-time customers to ones loyal to the brand, marketing doesn’t stop there. Purchasing a product is not the end. It’s just the beginning of another journey.

Related: Customer experience fuels Ferrellgas’ approach to marketing.

Nikon email journey

Is a brand’s job of marketing complete when a purchase is made? Nikon doesn’t think so.

That’s why Nikon, a global imaging and optics brand, didn’t want to stop at the point of purchase. Do customers have all the information necessary to get the most out of the camera? Will they need other accessories? Nikon came to DEG to find a way to better communicate with owners after the purchase was made.

Nikon and DEG decided on an email journey that would launch after a customer registered his/her camera. The journey would be providing helpful information about the camera that the customer just registered, while also driving engagement and excitement around the purchase, ensuring customer satisfaction, and enhancing loyalty to the Nikon brand.

Nikon email journey email

Nikon’s email journey drove engagement, ensuring customer satisfaction, and enhancing loyalty to the brand.

The email journey, built using Salesforce Marketing Cloud’s Journey Builder tool, contained six emails customized to the owners of nine Nikon DSLR camera models, each with highly dynamic messaging. Nikon’s understanding of its personas allowed for every email in the journey to contain messaging based on the camera model—not just names and camera information, but the actual content varied to fit that particular model.

Want to learn more about how Nikon and DEG executed the email journey, how customers responded, and how the brand and agency expanded the model? Read the full case study here.

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