Christmas is a lucrative and competitive time for retailers and an effective email marketing campaign can be the differentiator for brands when it comes to customers. Mailjet, who specialise in mailing campaign solutions, conducted its annual survey of email campaigns from the top supermarkets including Marks and Spencer, Lidl, Tesco, Iceland and Waitrose. The latter usurped 2017 winner Asda as the most successful food retailer in direct marketing to customers. Supermarkets are given a score of up to five points based on factors such as personalisation, call-to-action, and cross-channel marketing inclusion. Waitrose scored 4.8 for content and 3.2 for personalisation, only losing out in the call-to-action category to Lidl.
This week it was announced that Amazon is trialling a new method of targeted sampling, powered by machine learning, which enables brands to more effectively send out free samples which customers are likely to purchase. Amazon is known for its personalised retail service and this latest program means brands can pay to utilise the retailer’s wealth of customer data, such as purchase history, to understand exactly what product a particular consumer will enjoy, creating more accurate sampling and encouraging sales. By combining traditional sample advertising with the latest customer data analytics, Amazon’s new advertising tool will be competing with Google and Facebook’s targeted display advertising.