Düsseldorf, 29 May 2019
Award-winning weather news: Coloyal wins “E-Mail Award 2019”
Gold for Coloyal: The CRM specialist from Munich was awarded the first prize in the e-mailing category at the “E-Mail Award 2019”. The jury praised highly personalized weather emails, which Coloyal developed together with two agency partners for its customer Bayer CropScience Germany.
The aim of the mails is to individually address German farmers with relevant information at the right time: recipients receive a high-precision weather report in time for breakfast, regional recommendations for use and seasonally appropriate stock market prices for grain, fruit or vegetables. The engagement of the farmers with the mailings is high: the daily weather report is considered a solid read and reliable source of information.
The 30-strong jury of dialogue marketing experts paid tribute to the high degree of automation and localization as well as the personal approach: weather forecasts are calculated on the basis of GPS coordinates and the more than 60 sales consultants who contribute to current topics do also include their mobile number for direct customers access from the mail. Each mail is compiled 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,” says Christoph Hage, Director of CRM Consulting at Coloyal. “In doing so, we consistently aligned ourselves with the expectations of the recipients – and developed an additional PDF version of the e-mail, for example, because we can prove that the weather forecast is often printed and then posted on counters and boards in the agricultural trade.”
For Bayer CropScience, the mailing is particularly relevant with regard to agricultural digitization: The long-term goal is the conversion of the recipients to the online customer portal “BayDir” and its corresponding app. “With the project, we not only found the way from fax to digitization, 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 look forward to continuing our innovative and successful path of customer management and digitization with our technology partners.”
The E-Mail & Data Driven Marketing Award is an initiative of the marketing-BÖRSE and the DDMV. The prize was awarded at the DialogSummit conference in Düsseldorf on 29 May.
Coloyal is one of Europe’s leading providers of customer loyalty programs. Founded in 2019 as part of a management buyout, the former subsidiary of Arvato Bertelsmann looks back on more than ten successful years in consulting, CRM systems, rewards management and direct marketing.
Under the claim “Consult. Connect. Reward. “, around 60 employees develop and implement individual, innovative CRM solutions in the areas of B2C, B2B and B2E. Business customers from all over the world include retail companies, air and rail companies, financial service providers, insurance companies as well as consumer goods and automotive manufacturers.