It will use Experian's global email marketing and customer intelligence service to optimise all of its permission-based email marketing campaigns for John Lewis, Waitrose and direct services business Greenbee.
Using Experian CheetahMail's data insight, scalable technology and strategic consulting services the John Lewis businesses aim to quickly send personalised email messages to thousands of customers.
To achieve the highest returns from each campaign, emails will also include lifecycle and re-marketing messages unique to each customer's profile.
Luke Kingsnorth, development manager at the John Lewis Partnership, said: "As one of the UK's most trusted brands, it is important that we communicate with our customers on a one-to-one level.
"This means using only the most relevant information to reflect the relationship that each customer has with John Lewis, Waitrose and Greenbee. Based on our evaluation, Experian CheetahMail stood out as the company most capable of delivering against our email marketing requirements."
Steve Lomax, European managing director for Experian CheetahMail, said: "The John Lewis Partnership has an excellent understanding of how to use digital marketing to enhance the overall customer experience and increase brand loyalty.
"Its decision to appoint Experian CheetahMail underlines its strategic approach to using email to communicate effectively with its customers and we look forward to working closely to further increase online revenues for the John Lewis Partnership."