The Challenge

Schering-Plough's HomeAgain.com is a comprehensive pet-recovery service that wanted to leverage the power of email marketing to acquire new customers and retain existing ones. HomeAgain's goal was to target current and legacy customers through promotional and product-based emails. The company turned to Flightpath for a clear strategy to efficiently manage the effort as well as to create and execute an email marketing campaign that would tastefully represent its brand and effectively communicate its message.

The Solution

Flightpath developed a contact strategy spanning a year's worth of interaction with HomeAgain customers and other pet enthusiasts - from acquisition through engagement and on to retention. A team of designers began by creating a set of visually rich email templates. Next, Flightpath's email marketing specialists deployed dozens of unique executions - including personalized emails and product alerts - which were automated to correspond with readers' actions. Flightpath's system, created with advanced email-marketing software, effectively manages HomeAgain's various lists and databases while tracking the responsiveness of email recipients.

The Result

Analytics reveal conversion rates consistently above industry standards, as customer interest is retained and web site traffic increases through the strategic deployment of targeted emails - just one of many communications initiatives we've undertaken for HomeAgain.