An integrated offline and online communication at Nespresso

Nespresso has clearly remembered one classic statement in our digital world. Online doesn’t go without offline. Today they have executed that strategy into a double campaign. One through email marketing and one via good old auntie print mail.

Overall, the message is the same. Two new flavors of their coffee are being introduced. The email and the postcard share the same sequential structure. First the email landed in the inbox. As sender, you can entirely control the moment it lands in the inbox. In our trip to the mailbox, right before lunch break, we found a postcard of Nespresso. The email that lurking somewhere in the back of our heads, made sure the message on the card got our full attention.

1 For email, this is almost an obligatory element today The first rule is often also shown in the web-based e-mail clients. The announcement of the two new “grand crus” in the subject line “Discover two new Ristretto in Limited Edition ‘ get a welcome addition in the preheader, where they describe the character of the new flavors some more. Also note the use of the capital letter R for Ristretto. The same message under number one on the picture side of the card. But from the perspective ‘greetings from. ”

2 In the e-mail you continue onto a piece of formal text. As a club member – note the privileged context – you get the official announcement. The two stamps, one from each city, are put there to start creating the atmosphere of the holiday card. Not that the reader at that time has a suspicion that a few hours later, the real card can be found in the mailbox. No Italian stamp this time, but a typical sight -of course with coffee and accompanying capsule – from Milan and Palermo. The attention is drawn, guaranteed!

3 In the e-mail, the product is shown in its purest form.The known aluminum capsules are burned in the memory of every reader. We have our dear George to thank for that. The only difference is that those capsules usually have a monotone color. For this occasion, they come with a special decoration. Did we already talk about grabbing attention? Once you click on the CTA, komt you immediately land on an atmospheric image with background music. In the corner, like a two-stage CTA, the order button. Our curiosity does wonder which of the two CTAs would draw the most clicks? Milan because it’s mentioned first? Or would they both get equal results? Also notice the card, the two capsules, in exactly the same order as in the email.

4 In the email, we have arrived at the service area. The first half was clearly reserved for sales channels. The digital, of course, are listed first. Obviously, because we are still connected to the internet. In the postcard, there is also a clear reference to the sales channels. Only of course here first they put the offline channels in first place. The dealer in your region is the ideal place to get a taste of the new flavors. And so we get, besides the images and sound behind the CTA, to the taste and aroma. But who wants to save himself the walk to the store, also gets the digital and remote channels served.