CHALLENGES ENCOUNTERED

  • Contact details collected in store but not followed up by email
  • A new website which customers were not aware of, and an online price estimation service which needed to be promoted

OBJECTIVES

  • To audit the database for a review of the contacts made in-store, and the overall quality of the information available
  • To develop a comprehensive email marketing strategy designed to increase customer loyalty, with appropriate message models
  • To create a scenario for welcoming new contacts
  • To help the marketing department to analyse performance

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