Brand Loyalty = Opportunities

I'm an avid user of kraftfoods.com — an enthusiast who'll gladly refer friends – who likes receiving their direct email marketing pieces. We have a loyal business-consumer relationship. And how were we introduced? About two years ago, I was looking to spice up (no pun intended) my life in the kitchen and I Googled "recipes". Here's what I found, right on the first page of search results:



Nothing fancy-shmancy. The blurb under the link doesn't waste any time. It showcases the site's best features: a meal-planner, recipes by e-mail and your own on-site recipe box. What’s that—a quadruple opt-in opportunity? Impressive. And now for the homepage:



Quadruple opt-in, indeed. Remember our blog post, "How to Maximize Your Subscriber Quality"? It mentions iMedia’s post about including as many opt-in opportunities as possible. Here is a classic example.

With so many tempting offers, cool online recipe searches and tools, and their free, full-color magazine with seasonal recipes, I'd found more than what I was looking for.

The rewards for opting-in to their email far exceeded my expectations. Kraftfoods offered services other recipe websites didn't: personalization, incentives and coupons, free gifts, healthy living tips, and so much more. That's how kraftfood.com's email marketing reached my inbox and won my heart.