SOURCE: Responsys

September 12, 2007 13:48 ET

LEGO Group Builds Successful Email Marketing Program With Responsys

One of the World's Largest Toy Manufacturers Turns to the Experts at Responsys to Create and Automate More Than 50 Concurrent Email Marketing Communications

REDWOOD CITY, CA--(Marketwire - September 12, 2007) - Responsys, a global provider of on-demand email and marketing automation solutions, today announced that the LEGO Group's global direct-to-consumer division is using Responsys Interact®, the industry-leading on-demand marketing platform, to improve its marketing efficiency, enhance the customer experience, and ultimately increase revenue. The LEGO® team worked in close partnership with Responsys' award-winning creative and professional services group to design, develop and automate more than 50 concurrent marketing campaigns, including transactional emails, regional product updates and a monthly newsletter. These event-triggered communications, individualized based on each customer's geography and purchase behavior, streamline the flow of information to LEGO customers while reinforcing brand attributes.

"As one of the largest toy manufacturers -- and the world's largest construction toy manufacturer -- we retain a laser focus on developing creative and engaging strategies for interacting with our customers," said Finlay Robb, CMO of LEGO Group's global direct-to-consumer division. "Responsys brought the right team and the right technology to overhaul our email program to meet our global marketing objectives."

Together, Responsys and LEGO Group have completely retooled the toy maker's transactional messages, such as order and shipping confirmations, to create more than 40 email templates. Each email incorporates relevant personal information alongside engaging design elements such as links to interactive games, highlights of the LEGO Parents Network and fun LEGO facts like, "On average, every person on earth has 70 LEGO bricks." Emails are also optimized for the customer type and the rules governing email in a particular region.

"Responsys has a complete understanding of global marketing requirements, in particular the rules governing email content and deliverability," Robb continued. "They were able to apply best practices from other global organizations alongside a thorough understanding of our own objectives to help us create effective and efficient campaigns. We're thrilled with the new campaigns, which are totally automated so that they run behind the scenes with minimal effort on our part."

Responsys has also helped the LEGO Group create and deploy seven regional versions of two monthly product emails and a monthly newsletter to its entire customer base. Designed to provide customers with an engaging experience, the emails present product previews and special "insider" information through simple text, bold graphics and the primary colors of the LEGO brand. Responsys is currently testing creative elements, as well as lifecycle messages, across different countries to optimize customer response and gain new insight that can be leveraged in global multichannel marketing efforts.

"The LEGO Group's direct-to-consumer division is a great example of an organization that consistently puts its customers at the center of the brand and e-commerce experience," said Scott Olrich, CMO of Responsys. "Responsys has helped translate that commitment into individualized and automated emails that give LEGO customers the information they want -- when they need it -- without losing the creativity and fun of the brand. From creative services to automation, the LEGO project is a great testament to the ability of our team and on-demand technology to deliver great results for global brands."

About Responsys

Responsys is a leading global provider of on-demand marketing solutions that empower businesses to market more effectively through email, direct mail, and mobile channels. Since 1998, Responsys' hosted solutions have served as proven alternatives to expensive, on-premise marketing software, helping companies across industries improve the efficiency, effectiveness, and profitability of global marketing operations. Responsys leverages proven methodologies, current best practices, and open technology to offer marketer-centric products and services designed to drive the fastest return on investment (ROI) in the marketing industry. Headquartered in Redwood City, California, Responsys is trusted by leading brands such as 24 Hour Fitness, Apple, Avis Europe, Continental Airlines, Deutsche Lufthansa, Intrawest, KeyBank, Lands' End, Liz Claiborne, PETCO, and Responsys is recognized as a market category leader by Forrester Research and JupiterResearch in their most recent evaluations. For more information, visit

About the LEGO Group

The LEGO Group ( is a privately held, family-owned company, based in Billund, Denmark. It was founded in 1932 and today the group is one of the world's leading manufacturers of play materials for children, employing approximately 4,500 people globally. The LEGO Group is committed to the development of children's creative and imaginative abilities through its products, which can be purchased in more than 130 countries.

LEGO and the LEGO logo are trademarks of the LEGO Group. © 2007 The LEGO Group. All rights reserved.

Responsys and Responsys Interact are trademarks of Responsys, Inc. © 2007 Responsys, Inc. All rights reserved.

Contact Information

  • Contact:
    Kimberly Canedo
    Responsys, Inc.
    (650) 801-7517
    Email Contact