How Integrating Social Media Into its Marketing Mix Brought The Fresh Diet Success
Email is also a big part of The Fresh Diet's marketing mix. To help it acquire new customers, The Fresh Diet relies on two opt-in email lists: a referral list through Catalogs.com and a list of people who are highly targeted, such as those who have gone to a specific diet company's website and registered.
As for frequency, The Fresh Diet sends out an e-newsletter to customers and prospects at least once a month, and supplements that with an email campaign regularly. "I'd say we’re touching our customers via email on average about twice a month," Gilbert says.
The Fresh Diet is currently in the process of creating tell-a-friend and upsell-type emails to go out once people come onboard as clients, Gilbert adds.
All of this activity has helped The Fresh Diet get more visitors to its website, social media sites and blogs. In fact, every single metric that the company measures is increasing, according to Gilbert.
"Our direct mail response rates have been going up, as are our customer retention rates," Gilbert says. "We noticed early on this year that when we do a direct mail campaign, in a matter of days after their initial order, people literally come back and buy more. Everything seems to be firing on all cylinders."
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