Adidas Group

14.06.2019
Adidas Group has extensive experience in advertising SMS and email newsletters - the company has been using these tools for more than five years. Adidas newsletters are promotional in nature and are devoted to special offers and promotions that are held in retail stores and on the company's website. The most successful of the promotions held are sales and closed sales for loyal customers.

The frequency of informing customers Adidas is about once every 2-3 months. Our marketers are betting on brevity. According to the company, 110-250 characters are enough to effectively convey basic information. If the special offer is valid only in a certain area, then the distribution is conducted on a geographical basis.

Examples of Adidas SMS newsletters:

  • “The summer sale at adidas has begun! Discounts up to 50% are waiting for you in stores. For details, contact the staff.
  • “Spring is the time for updates! Get ready for the sports season and do not forget to renew your wardrobe: from April 16 to April 20, the entire collection has a 30% discount. The promotion is valid both in retail stores and in our online store adidas.ru”.

In all messages sent to customers, current prices for goods and special offers are indicated.

CLEAR SEGMENTATION

If there are different offers in different cities, mailing recipients are segmented by geography.

SPECIAL TERMS FOR LOYAL CUSTOMERS

The company appreciates its regular customers and regularly makes them special offers. For loyal customers in Moscow, closed sales and individual events are held.

NEWSLETTER IS ONLY AVAILABLE ON ITS OWN BASE

Adidas uses only its own customer base, developed over the years. When receiving a loyalty card, each customer fills out a form with personal data and confirms his consent to receive advertising.

ADAPTING E-MAIL NEWSLETTERS UNDER SMART PHONES

The company follows the latest trends and takes into account the interests of not only computer users, but also those who prefer to read mail on the phone. There are more and more such people in recent years. For them, in order to reduce the consumption of traffic, it is possible not to upload pictures. To save clients' time, the mailing list provides the possibility of direct transitions to the relevant sections of the company's online store.

“Customers are interested in receiving newsletters about special offers and promotions. Proper SMS-informing has a positive effect on the formation of loyalty, - says the representative of the Adidas Group Elena Misernova. “Our most successful promotions are sales and closed sales for loyal customers, which means that newsletters really work.”

If you have any questions, read about experiences in other industries or ask them at the next training workshop.