The Email Revolution by V. A. Shiva Ayyadurai Leslie P. Michelson

Author:V. A. Shiva Ayyadurai, Leslie P. Michelson
Format: epub
Tags: General Fiction
Publisher: Allworth Press / Skyhorse Publishing, Inc. (Perseus)
Published: 2013-04-09T04:00:00+00:00

Email and Surveying Consumer Behavior

P&G, therefore, really knew the value of data. In that context, in the late 1990s, P&G’s advertising agency Saatchi and Saatchi had heard about EchoMail and its ability to conduct intelligent email conversation to gather consumer data. Saatchi convinced P&G that they could use email to understand consumer behavior and also develop branding via the email medium. At that time, P&G had a project focused on the Tide brand of laundry products and wanted to understand how different groups of Tide users, who were using the Internet, could be affected to change their usage patterns of Tide, solely through the use of email communication. More specifically, the idea was to learn how they could segment users of Tide to see how they could drive certain types of behavior.

Tide was P&G’s number one brand worldwide. Tide was introduced first in the United States in 1946. Tide since then became one of the flagship products of P&G. Also known under the name of Alo and Ace in certain countries, it is widely used by a large population in Canada, Latin America, Europe, and Asia. The bright orange and yellow bulls-eye logo is distinctly recognizable. Tide is acknowledged as the first heavy-duty synthetic laundry detergent that includes chemicals necessary to make machine-washing with hard water effective. Over thirty laundry products are now available under the Tide brand along with nearly ten clothing care accessories.

The campaign for Tide was called Neighbor-to-Neighbor. The Neighbor-to-Neighbor program ran for three years as an exercise in intelligent email response and behavioral analysis. The campaign was developed in multiple phases. In the first phase, a website was created where consumers came in and answered a survey on their laundry practices. Based on the comments and responses in the survey, consumers were segmented into different kinds of Tide users. Tide has multiple products such as Tide for whites versus for colored clothing, Tide with and without bleach, Tide for different water types and temperatures, and more. From the survey responses, P&G began to know what type of Tide products were being used among those email respondents. The responses also showed them if they were heavy users or light users (i.e., who did a lot of laundry versus those who did lighter loads of laundry). Different segments of consumers were created with such behavioral information. Some respondents were not Tide users and this was also identified in the database of survey respondents. One key goal was to see what would motivate people who were not Tide users to become Tide users, and which Tide product they would want to use. In addition, the goal was to see if and how P&G could promote or cross-sell other products which the users had not known about.

The first phase of this program took almost six months to set up, figuring all the complex rules for doing the consumer segmentation, and actually implementing the acquisition program. After successfully executing the first phase, a campaign was launched to acquire “neighbors” to sign up.

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