Avon Cosmetics is embarking on a new email drive, with the aim of improving customer communications, lead-order conversion and order frequency.
The campaign, through Bluestreak (formerly e2 Communications), uses Avon's in-house lists for the first time. An initial trial sent to its existing database to gauge response to email achieved a 13 per cent response rate within the first three days.
Avon now plans to use email to segment and build its database, and to inform customers of new products, offers and articles. "Email allows us to target appropriate communications cost-effectively, said Andrea Slater, Avon's marketing vice president.
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