The company prides itself on sending carefully managed and curated messages to a very loyal and engaged subscriber base. M&S uses subscriber preference data to ensure they’re sending subscribers meaningful communications that offer inspiration, exclusivity, and value. Many of the subscribers are members of their Sparks membership club. These subscribers look forward to a variety of member benefits, including personalised offers; events and experiences and priority access to sales. Fostering strong customer relationships—particularly with this customer group—depends on M&S’s successful email program.
The personalised, relevant content they send is vital to retaining a loyal customer base and significantly contributes to driving traffic and revenue both online and in stores. With high creative standards and sophisticated data-driven campaigns, they wanted to ensure their messages were reaching their subscribers. Deliverability has always been a major priority for M&S, but as they embarked on expanding their email program to significantly increase their list size, they wanted to ensure their deliverability wouldn’t suffer as a result.