Boots Pulls Up Straps for E-Mail

Share this article:

British beauty and health retailer Boots tapped e-mail service provider e-Dialog for e-mail communications with its customers, joining other firms like British Airways, Tesco and the Royal Bank of Scotland.

Boots started its relationship with e-Dialog, Boston, on a two-month pilot basis to help with its e-mail newsletter program.

The Nottingham, England-based retailer aims to use e-mail to drive business and support other initiatives, such as its loyalty programs, Advantage Card and Parenting and Health Clubs.

The e-Dialog platform lets marketers use targeting tactics, such as segmentation, dynamic content publishing, data management and analysis, all of which increased opens and click-through rates in Boots' control tests.

The service also includes reporting and measurement tools, permission-based e-mail, printed direct mail, RSS and mobile messaging.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Target Names Retail Veteran Brian Cornell as CEO

Target Names Retail Veteran Brian Cornell as CEO

He leaves the top job at PepsiCo Foods to take the spot vacated by Greg Steinhafel in the aftermath of the data breach.

NBA Names Insurance Exec as its CMO

NBA Names Insurance Exec as its CMO

Nationwide and State Farm veteran Pamela El takes the league's marketing helm next month.

Bloomberg Names Bigley CMO

Bloomberg Names Bigley CMO

Communications chief Deirdre Bigley is appointed head of global marketing for the business and financial news company.