|
|
|
|
|
|
|
|
|
|
URL: http://www.asos.com
|
|
Key Industries:
|
|
|
|
Key Sectors:
|
|
|
|
ASOS.com
|
|
Brief
tmnmedia’s brief was to increase third party sales in a sustainable way by, attracting the right calibre of advertisers. Another requirement was to optimise the ASOS newsletter, which is central to the brand’s CRM strategy.
Strategy
The tmnmedia sales team worked in conjunction with the ASOS brand guardians to ensure that the most suitable type of advertiser was being approached regarding an advertising solution. Brands who have since advertised through ASOS 3rd party email campaigns include; Cosmopolitan, Dior, Cancer Research, T-Mobile, and National Rail. These clients all complimented the ASOS brand and user base and as a consequence, results have been consistently impressive in both open and click through rates. By managing the list in a protective manner, tmnmedia has been able to ensure that each and every advertiser who is approached for the ASOS brand is already the correct demographic for the recipient base. Gavin Male, Group Sales and Marketing Director for TMN Group plc says ‘Having utilised our research division, iCD Research to help understand the ASOS user base, and their interests split by gender and age, we already had a very thorough understanding of the ideal prospects to approach when selling an advertising solution. It is this careful approach to matching advertisers and customers that leads to continued success and outstanding results.’
Execution
Emails were delivered through proprietary systems to preserve the reputation of the ASOS IP range. The supplier worked with advertisers in innovative partnership-style campaigns, which would appeal to the audience.
Results
Open rates were over 25 per cent of the total emails broadcast.
|
|
|
|
|
|
|