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Mamas & Papas: Email Marketing

Delivering Email Marketing for the leading mother and baby retailer in the UK.

The Brief

Mamas & Papas (M&P) is a leading UK manufacturer and retailer of mother and baby products, including clothing, pushchairs, car seats and nursery furniture. Based in Huddersfield, West Yorkshire, and founded in 1981, we were approached by M&P to implement a Customer Relationship email marketing campaign for parents to be and new parents.

The aim was to deliver authoritative and useful information to subscribers of the M&P mailing list along with suitable related products. Since the mailing list included people at different stages of the parenting journey, the emails were designed to stay relevant over an extended period.

The Strategy

For parents to be, the campaign involved sending out a new email each month, focusing on a particular area of childcare. For instance, in Month Four the theme of the email was preparing a nursery, while in Month Seven the attention was turned to choosing the right buggy and car seat. For the post-birth CRM campaign, a similar targeted approach was used, to ensure the message was relevant to the particular stage of the child's development, and featured suitable products from the M&P range.  

We worked with M&P to design the content of each email, preparing mock-ups for internal approval and then preparing assets to be used by M&P in building HTML emails within their email marketing platform. The emails were designed to conform to current M&P brand guidelines and email marketing templates, and also contained a number of relevant product links.

Mamas & Papas: Email Marketing - Example Work
Mamas & Papas: Email Marketing - Example Work

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