The chain has hired email-marketing provider CheetahMail to run its new strategy. In doing so, it has become the first client of the agency's new creative services arm, launched last month.
CheetahMail will handle email copywriting and design through the new arm, as well as email broadcast and ROI measurement on campaigns, which aim to drive sales on the Focus DIY site (www.focusdiy.co.uk).
Colin Ball, commercial services director at Focus DIY, said of the move: "CheetahMail's creative services division will be a key component in our email strategy. As CheetahMail is involved from the outset, the creative will perfectly reflect the Focus DIY brand and marketing message, while allowing us to use one email-marketing service provider for all our requirements.
"CheetahMail will enhance Focus DIY's email marketing - providing the technology and agility to reach our thousands of customers in the UK with the latest offers," he added.
Denis Sheehan, chief executive of CheetahMail, said: "Organisations recognise visual impact is as important online as offline.
In the last year we have seen our clients look towards us for guidance on creative."
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