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Through EchoMail, Tide generated a 200,000 person E-Mail list to use in over 140 personalized marketing campaigns
over the course of 14 months.
Products used:
EchoMail® Business IntelligenceTM
EchoMail® Direct MarketingTM
EchoMail® Market ResearchTM
Client Since: September 1999
Number of E-Mails Processed
Over 140 DM campaigns
Quarterly surveys
Monthly newsletters
Over 200,000 E-Mails per campaign
Service Solutions
Service Solutions
Survey Creation
Strategic Planning
Creative Services
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Success Story: Tide Laundry Detergent
Company Overview
Tide Laundry Detergent, one of the many divisions of Procter & Gamble, whose 2000 annual sales totaled
over $39 billion, is one of their most profitable product lines. Procter & Gamble is the number one U.S.-based
manufacturer of household products, which include items such as dog food, shampoo, cosmetics, coffee, and
toothpaste as well as entertainment options such as the soap opera, Guiding Light.
Before EchoMail
Tide wanted to find a cost-effective mechanism to conduct market research in real-time and to leverage the
results to change brand behavior. In this case, the goal was to find non-users of Tide and start a dialogue
to educate them on the value of Tide, and measure the effectiveness of the dialogue and education process
in converting them from their original brand to Tide. Tide also needed to increase the visibility of its
brand in the face of increasing popularity among the competing products. Tide wanted to create a buzz about
the product line, discover who their customers were, and raise awareness of Tide Laundry Detergent while
keeping marketing costs down.
The EchoMail Deployment
EchoMail and Tide created a two-fold direct marketing campaign. The first step was to prompt individuals to
opt-in for information about Tide and to provide information about themselves and their purchasing habits.
To meet this challenge, EchoMail created a survey linked with a Tide Sweepstakes in which the grand prize
was a year's supply of Tide Laundry Detergent. The campaign generated over 200,000 responses requesting
more information about Tide. Based on the information gathered in the initial survey and the quarterly
follow-up surveys, EchoMail targeted specialized newsletters to different customer groups. In these
newsletters, Tide promoted the value of its brand through a campaign called Neighbor to Neighbor, which
taught the prospects the value of Tide over its competitors. Tide used the quarterly surveys as an effective
measurement tool to determine if the education resulted in conversion.
After EchoMail
Tide saved over $2.5 million by using E-Mail marketing versus the traditional direct mail campaigns. Through
consistent, highly graphic, branded newsletters and DM campaigns, EchoMail was able to track which customers
were interested in the Tide product line, who became interested in the Tide product line, and who actually
bought Tide. The results prove it is actually possible to convert non-users to users through EchoMail's
technology.
Types of Services Provided
Text and HTML E-Mail copy creation
Web design and database integration
Branding assistance for direct marketing campaigns
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