Case Sharing:

Friso China

2

Case Sharing

Friso China

-”Member life cycle maintenance”

Case Sharing: Friso ChinaCompany Background

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Royal Friesland was founded in 1879 in

Dutch.

In 2008, Royal Friesland merged Campina

officially, become Royal FrieslandCampina,

and it is one of the world's largest dairy

company.

Global No.1 collaborative dairy

enterprises

With 17000 member ranchers in

Europe

Yearly supply 8.3 billion kilograms of

milk

Sales in more than 100 countries

Company Description

Case Sharing: Friso China“Member life cycle maintenance” proposal

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Purpose

Member life cycle maintenance via

EDM Challenge

Project Difficulties

With big member amount, but not

refined

Limited human resource to execute

Case Sharing: Friso ChinaFriso” Member life cycle maintenance” proposal

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member

Pregnant member

Baby born member

1 Pregnant member-1

week

1 Pregnant member-39

weeks

Baby born member-1

month

Baby born member-2

years

Pregnant for 39 weeks， send EDM to related members by week.

Baby born for 2 years， send EDM to related members by month.

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According different key words, on same template, different mails will be sent

to members in varied stages of pregnancy.

1st week of pregnancy

17 weeks of pregnancy

39 weeks of pregnancy

Case Sharing: Friso ChinaFriso” Member life cycle maintenance” procedure

According different key words, on same template, different mails will be sent

to members with babies in varied stages of growth.

1 month

2 months

2 years old

Case Sharing: Friso ChinaFriso” Member life cycle maintenance” procedure

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Successfully completed the data restructure

of millions of data for Friso, by classification

of cycle of pregnancy and preganant or not.

Deliver corresponding customized mails to

certain customers to increase the rate of

opening mails.

Promote the loyalty and recognition of

customers to the brand of Friso, stimulate

the potential demands, assist Friso to

increase sales and brand awareness.

Result of Project

Case Sharing: Friso ChinaFriso” Member life cycle maintenance” evaluation