B&Q appoints Alchemy Worx to email task
- Added:
- Mar 14, 2008
B&Q’s new Head of Online Marketing, James Davey, has called in Alchemy Worx to conduct a root and branch review of the company’s email marketing activity.
Alchemy Worx will analyse past email marketing campaigns to establish the effect changes in subject lines, frequency and database segmentation have had on click through, open rates and churn.
“We’re looking to take more of a direct marketing approach with email, moving away from broadcast and focussing on segmentation and personalised content” said Davey. “The Alchemy Worx audit is a vital first step in forming and validating our thoughts on how eCRM will play an important part in building strong and rewarding relationships with our customers.”
Prior to his appointment at B&Q in January, Davey was in charge of e-marketing and online partnerships for Aviva brands RAC, BSM and Norwich Union and has overseen a redesign of the B&Q email newsletter in the last four weeks.
Dela Quist, CEO at Alchemy Worx added “US Economist Ben Bernanke once described the process of setting monetary policy as similar to driving a car by looking in the rear view mirror. Email marketing is similar in that many of the answers for creating a brilliant email marketing strategy are locked in past data. We are adept at unlocking that potential.”
B&Q is also reviewing how it could use an agency such as Alchemy Worx as an overflow resource helping with the content and delivery of their current email newsletter services.
The appointment is the latest in a series of high profile client wins for Alchemy Worx, including Intercontinental Hotels Group and The RAC following the recruitment of former Hitwise BDD Mark Wiggins as Business Development Director in May.
Alchemy Worx is a digital marketing agency with an exclusive focus on email communication - They are unique in that respect.
Formed in 2001 their focus is to establish and maintain direct permission-based communications with their clients' customers through the creation of meaningful, relevant content in customised online newsletters and e-zines.
Clients include Norwich Union, Sainsbury’s Bank, Sky Sports, H Samuel and The Carphone Warehouse.