Mamas & Papas (M & P) is a leading retailer in the UK of mother and baby products, including clothing, pushchairs, car seats and nursery furniture. M & P approached us 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.
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 4 the theme of the email was preparing a nursery, while in month 7 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.
MSA worked with M & P to design the content of each email, preparing mockups 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.