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Case Study: How a Pet Food Company Is Building a Loyal Customer Base via Highly Targeted Emails

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Company: Royal Canin Canada
Contact: Andrew Cannon, Direct Marketing Associate
Location: Toronto, Ontario
Industry: B2C
Annual revenue: Confidential
Number of employees: 125

Quick read:

Royal Canin Canada puts an enormous budget behind creating customized, breed-specific pet food that is sold in specialty stores. But many pet owners don't realize how much their dog or cat could benefit from a food that is specially formulated for their pet's breed. The company needed to educate existing customers in order to gain their loyalty and prevent them from purchasing less-expensive brands. 

By creating a loyalty email program that was extremely targeted with information on specific breeds, Royal Canin was able to earn the role of trusted adviser. Only eight months old, the email program now reaches about 8% of current customers, maintains a remarkable 80% click-through rate for its articles, and has an unsubscribe rate of less than 2%.

Challenge:


Royal Canin has spent an enormous amount on research and development—far more than it did on marketing—to create customized food for a variety of dog and cat breeds. Yet it has been difficult to convey that message to consumers—because its product offerings were so broad: It sells 150 products just on its retail side. 


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