Ritter Sport x CleverReach – Consistent Brand Communication Across All Channels

Ritter Sport is a great example of how it's possible to combine brand communication, content that's specific for each target group, and efficient campaign management. With CleverReach, the company was able to make their email marketing strategy consistent across all channels and personalize it at the same time — across all business units.

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The challenge

Ritter Sport decided to strengthen customer loyalty by using a uniform communication strategy and personalized email marketing. One of the biggest challenges was moving all email activities to one central system while making sure that a consistent brand message was delivered across all business units. They also wanted to measure the success of the campaigns using data so they could spot potential issues faster and continuously improve them.

Before they started using CleverReach, this was pretty much impossible. Communication was all over the place, the target groups weren't being reached, and there wasn't a clear picture of how things were actually performing.

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The solution

Together with CleverReach, Ritter Sport restructured their recipient lists and defined relevant segments to play out targeted content for specific target groups. The clear reporting feature let the company see which topics were really successful. They could then use these findings for new campaigns.

They used integrated A/B testing to optimize subject lines, preheaders, and content. This helped them make smart decisions about which formulations worked best with the target group.

They put a lot of effort into using the CleverReach template feature. They used custom templates to make sure their brand looked the same across all business units. It was a breeze and didn't require much extra effort.

Lena Hildebrand, Brand Manager for Germany at Ritter Sport, sums it up:

"We decided to work with CleverReach to make our email marketing strategies more targeted and effective. Features like A/B testing via automation workflows and creating templates help us keep our brand presence consistent across the company. This helps us to create a high recognition value that strengthens our communication across different business units."

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The result

Thanks to a targeted strategy and the use of individually designed templates, Ritter Sport was able to successfully restructure their email marketing. With CleverReach, they were able to make communication across all our business units consistent and personal at the same time. They saw a lot of improvement in open and click rates when they tested different subject lines and content. The detailed reports help them keep finding new ways to make sure their customers are happy.

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An outlook

Ritter Sport will keep using CleverReach to improve their email marketing in the future. They're planning more testing, as well as an even better exchange and greater use of synergies between the individual business units. The foundation for this has been laid: CleverReach provides a scalable, high-performance platform that's also ready for whatever the future brings.

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Summary

With CleverReach, Ritter Sport has found a solution that strikes the right balance between an individual customer approach and an overarching brand strategy. They solved the main problems, like communication being all over the place and a lack of personalization, by using strategic segmentation, optimized content, and uniform templates. The result? Higher open and click rates, a brand identity that's easy to recognize, and a marketing process that's way more efficient.

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Industry: Food Industry