Gold for Coloyal: The CRM specialist from Munich was awarded 1st prize in the e-mailing category at the “E-Mail Award 2019”. The jury recognised highly personalised weather emails that Coloyal developed together with two agency partners for its client Bayer CropScience Germany.
The aim of the mailings is to address German farmers individually with relevant information at the right time: recipients receive a highly accurate weather report, regional input recommendations and seasonally appropriate stock market prices for grain, fruit or vegetables right on time for breakfast. Farmers’ engagement with the mailings is high: the morning weather report is considered a fixed read and a reliable source of information in the farm routine.
The 30-member jury of dialogue marketing experts praised the high degree of automation and localisation as well as the personal approach: weather forecasts are calculated on the basis of GPS coordinates and the more than 60 sales advisors who contribute articles on current topics can be reached by their customers directly from the mail via mobile phone. Each mail is compiled fully automatically at night with data from seven different sources.
“As a specialist for individual CRM solutions, we are responsible for the conception of the technically complex newsletter,” reports Christoph Hage, Director CRM Consulting at Coloyal. “In doing so, we have consistently aligned ourselves with the expectations of the recipients – and thus developed an additional PDF version of the mail, for example, because we can prove that the weather forecast is often printed out and also posted in the agricultural trade.”
For Bayer CropScience, the mailing is particularly relevant with regard to agricultural digitalisation: The long-term goal is to convert recipients to the online customer portal “BayDir” and the associated app. “With this project, we have not only found the way from fax to digitalisation, but also used the opportunity to deliver individual content to our customers at the ideal time,” says Bastian Kalcher, Head of Customer Analysis and Digital Strategy. “We are excited to continue on this innovative and successful path of customer management and digitalisation with our technology partners.”
The Email & Data-Driven Marketing Award is an initiative of marketing-BÖRSE and the DDMV. The award was presented at the DialogSummit trade conference in Düsseldorf on 29 May.
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.