You have a subscription form in the footer of your website, and you also send the newsletter to customers registered in your loyalty program. Do you collect contacts in any other way?
Basically, we only collect contacts in the two ways you mentioned, i.e. through registration for our CrossCard bonus program and through subscribing to the newsletter on our website. In view of the legislation related to GDPR and the collection of personal data, we avoid other methods of collecting contacts.
We usually send newsletters once a week. These are usually messages that are relevant to subscribers across the country and concern the entire teacher database network. If we have a regionally targeted activity or campaign, we use occasional mailings to address users only in selected locations.
Do you segment contacts? And if so, does the content of your newsletter differ accordingly?
We use regional targeting when necessary. In particular, these are messages that are intended only for users in the vicinity of specific cafes or cities where we have multiple branches. We usually use this method to inform about special promotions and the opening of new cafes or to support recruitment.
Do you only send NL, or do you also have automations set up?
We do not use automation. We work primarily united kingdom data with classic newsletters, through which we let our customers know about news and current events at CrossCafe.
Given that in NL you mainly refer to news and promotions in stores, we assume that you use e-mailing mainly for branding and building a relationship with the customer. Is it possible to determine what percentage of sales this communication channel brings you?
Our newsletters are more of an informational nature, we often refer to events in our customer application or on the website. We do not have generate conversion with a good call to action (cta) newsletters directly linked to sales, and therefore we do not evaluate sales. However, it is possible that in the future we will start working with special events focused only on newsletter subscribers. In that case, we would send users a promotional QR code that they could use, and then we would evaluate how many codes were used. However, as I mentioned, we are not currently doing such events.
