Alan Mark Smith

Marketing Leader, Waitrose & Partners

Be curious, ask yourself if every email sent adds value to the customer, really think about it.

CONNECT

Journey into Email Marketing

I was working across Local Marketing in Waitrose on the launch comms of all our new shops including special projects like regional suppler clubs. Again and again, I could see the power of email in our communications above and beyond so many other well-tried and tested channels.

When the opportunity came up to rotate around the department I jumped at the chance to move into customer email and work with Salesforce and the Waitrose CRM team.

Email marketing plays an important role in giving customers weekly reasons to shop with Waitrose, Whether that be about great quality products or reasons to shop. It's a great tool to nudge shoppers with personalized offers too.

Nuggets of Wisdom

Be curious, ask yourself if every email sent adds value to the customer, really think about it. It's too easy to bombard customers to gain conversions when better quality, more timely email might be the answer to your business challenge medium to longer term.

You are the email expert, own your channel, and don't be afraid to try new things or push back to nonexperts as you take them on the email journey.

There is no 'they' you are the email expert.