How Lego Built Loyalty through their E-Mail Marketing Strategy

Lego is today one of the largest toy companies in the world. Here we take a look at some of the clever e-mail marketing solutions implemented by the company…

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Ramzi Chamat / 8 Ways Media
2017-04-11 10:04:00

Many adults have fond memories of Lego. Even today, it remains a top toy amongst children and is often voted as one of the best-loved and most influential toys of our time (Time, 2011). Lego is extremely popular but this wasn’t always necessarily the case – 10 years ago, the company was actually on the verge of bankruptcy!

Thanks to some intelligent marketing alterations, Lego managed to turn its success around and is today one of the largest toy companies in the world.

So what exactly did the company do to boost their success? Here we take a look at some of the intelligent e-mail marketing solutions implemented by Lego…

Easy Registration

Lego understand that people don’t part with their email addresses easily, especially stressed-out parents who’ve spent a little too long trying to leave a toy store with hyperactive children. That’s why their membership programme is so straightforward. Whenever you buy a Lego item in-store, the company hands you a free ‘VIP’ card in return for your email address. It’s as simple as that.

Instant Communication

Once your email address is handed over, the first email is sent immediately. Within an hour of receiving the VIP card you should receive an email from the company, complete with top e-mail design, encouraging you to complete your registration and offering bonus points for your next purchase when you do. With the memory of your visit to the Lego store so fresh in your mind, you should be that much more inclined to take action.

Encouraging Reminders

Let’s say that you don’t choose to register there and then. Within a couple of days, Lego will send you an encouraging reminder, again with a well-thought-out e-mail design, prompting you to register your card. This simple tactic is easy to implement yet extremely effective. It will trigger the buyer’s memory of their visit to the store and hopefully inspire them to register.

More emails coming your way…

Now, let’s say that you actually decided not to register your card at this point. Lego then takes a different approach to persuasion, sending emails on a daily basis to tell the individual why they should register the card. They use urgency, reminders, personalisation and incentivisation in a bid to tempt the recipient, and know full well that this is their last chance at getting you to register. If this doesn’t work, then nothing else will!

Now that you’ve registered…

Once you’ve registered, you will be guided through a well-designed online membership portal where you can browse through their catalogue of products and download their app if you so wish.

So there you have it – another generation of Lego fans engaged, hooked and bought into the Lego Legacy!

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