Award-winning weather news
Award-winning weather news: Coloyal wins email award 2019
Gold Award for Coloyal
Coloyal has won first prize in the e-mailing category at the E-Mail Award 2019. The Munich-based CRM specialist was honoured for highly personalised Award-winning weather news. These were developed together with two agency partners for Bayer CropScience Germany.
The jury highlighted the strong level of personalisation. In particular, it recognised the relevance and timing of the content. As a result, the project stood out among numerous submissions.
Relevant Content at the Right Time
The goal of the mailings is clear. German farmers are addressed individually and at the right moment. Each recipient receives a precise weather forecast, regional input recommendations, and seasonal market prices for grain, fruit, or vegetables. The emails are delivered in the morning and are designed to be read at breakfast.
Engagement levels are high. For many farmers, the morning weather email has become a fixed part of their daily routine. It is regarded as a reliable source of information for everyday farm work.
High Automation and Smart Localisation
The jury also praised the technical implementation. Weather forecasts are calculated using GPS coordinates. At the same time, more than 60 sales advisors contribute content on current topics. Customers can contact them directly from the email via mobile phone.
Each mailing is created fully automatically during the night. Data from seven different sources is combined to generate personalised content for every recipient.
CRM Expertise and User Focus
Coloyal was responsible for the concept and technical implementation of the complex newsletter. According to Christoph Hage, Director CRM Consulting at Coloyal, the project was consistently aligned with user expectations. For this reason, an additional PDF version was developed. This format reflects real usage, as weather forecasts are often printed and displayed in agricultural businesses.
Driving Digitalisation in Agriculture
For Bayer CropScience, the mailing plays a key role in digitalisation. The long-term objective is to guide recipients to the BayDir customer portal and the associated app. Bastian Kalcher, Head of Customer Analysis and Digital Strategy, highlights the success of the project. It not only replaced outdated communication channels but also delivers personalised content at the ideal time.
About the Award
The Email & Data-Driven Marketing Award is organised by marketing-BÖRSE and the DDMV. The award ceremony took place at the DialogSummit trade conference in Düsseldorf on 29 May. We are proud on the Award-winning weather news!
About Coloyal
Coloyal is one of Europe’s leading providers of customer loyalty and incentive solutions. Founded in 2019 as part of a management buy-out, the service provider, a former subsidiary of Arvato Bertelsmann, can look back on more than ten successful years in the field of consulting, CRM systems and rewards management.
Under the claim “Consult. Connect. Reward.”, Coloyal develops and implements individual, innovative loyalty solutions in the B2C, B2B and B2E sectors. Customers from all over the world include retail companies, airlines and railway companies, financial service providers, insurance companies and consumer goods and automotive manufacturers.
