General Mills Relationship Marketing
Building brand value through content marketing
As the longtime creative agency for much of General Mills’ consumer-facing email communications, sending out millions of emails each week, we understand the constant, critical challenge of providing content that subscribers actually look forward to receiving. We believe emails should be an exchange of value: Packaging up relevant content in an appealing, easy-to-digest format in order to foster high-value engagement and ensure the continued success of brands.
We believe in talking with, not talking to. Opt-in emails are a valuable opportunity to start – and continue – an ongoing dialogue with the target audience. We analyze consumer behavior and figure out what makes our audience tick. Then we tailor the content and create emails that make consumers think, inspire them to share, and motivate them to not only engage with the brand online, but also to buy more product.
Simplifying user experience
With the majority of the industry audience viewing emails on smartphones, we knew we had to keep General Mills communications nimble and streamlined. We developed strategies to help maintain interaction within a mobile environment, without giving up quality of content. The result: Emails that are easy to digest, with large, clear photography and calls to action, making it easy for people to interact with the brand, wherever they are.
Communicating with a diverse audience
Email isn’t a “one size fits all” communication method anymore. Through segmentation, integration of data feeds and dynamic content, we help create customized communications for a wide range of consumer groups, giving them exactly the content they want – and in the process, increasing engagement and increasing sales.