Spunlogic - HoneyBaked Ham - Email Marketing Campaign

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Case Studies

HoneyBaked Ham
Spunlogic Develops Cutting-Edge, Personalized Email That Sets Sales Records

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The HoneyBaked Ham

HoneyBaked Ham is a household name providing spiral sliced glazed ham and
other specialty food products with over 300 stores nationwide, a catalog and
online business and a corporate gift division.

“This email was a phenomenal success. Spunlogic was able to take a very complex set of data and create a personalized, easy to understand email.”

- Tim Kiss
Director of One to One Marketing

Situation
Working with HoneyBaked for over three years, Spunlogic has produced excellent results with emails directly accounting for 29% of HoneyBaked Ham's online sales. However, Spunlogic and HoneyBaked realized they needed to move beyond current marketing practices if they were to find new ways to continue to spur online sales growth through email marketing.

The Spunlogic Solutions
Spunlogic designed a multi-order, dynamic and highly personalized email for HoneyBaked’s corporate gift givers. Taking data from last year’s sales, Spunlogic created an email that personally addressed each recipient, presented their exact order from last year and allowed them to simply click on a link to send the same order again. Or they could simply change their order before submitting.

Results
The email campaign was the most successful in HoneyBaked’s history. The results were staggering, including sales that were 15 times greater than the same email from the previous year. These results are even more impressive due to the fact that the number of recipients on this year’s list was substantially smaller than last year’s.

Objectives
•	Create a sophisticated email that could present customers their orders from the previous year in the contents of the email
•	Track orders through to purchase to measure campaign impact

Results
•	6.5% of recipients made a purchase
•	Sales were over 15 times greater than same email last year
•	Average order size increased by over 50%

Success Factors
•	Focus of the campaign was to promote a simple and personalized experience for the user
•	Seamless database integration between the email campaign and the website
•	Use of sophisticated email software provider Silverpop Systems

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