Smucker’s: Reconnecting with Email Subscribers

You may think of Williard Scott and jam jars when someone says Smucker’s, but the brand is so much more. Beyond the consumer products the company is well-known for, there are so many other brands that consumers (and their pets) love. From beloved brands like Milk-Bone and Pupperoni to staples like Kibbles n’ Bits and 9 Lives, Smucker’s is all in on the pet brands families love. Our task was to come up with monthly emails, a welcome series and a reengagement series for Smucker’s pet and coffee brands. We used testing, personalization and Movable Ink capabilities to build relationships with consumers by going beyond the coupon and giving them engaging and relevant content to consume.