The company aims to promote awareness of its catalogue and drive traffic to the website with the campaign, which will reach 60,000 prospects across the country in the company's target audience of 45- to 54-year-old ABC1 women.
Two different emails will be sent out to determine whether customers prefer to browse and buy Christmas items from an interactive e-catalogue or if they prefer a more traditional online catalogue.
Kaleidoscope expects to confirm results of previous online activity which showed that people are twice as likely to respond to an interactive e-catalogue, than respond to traditional online shopping methods.
Media planning is by Zed and creative is by Tequila Manchester.
Chris Poad, senior business development manager at Kaleidoscope, said: "This is the first time we have used email marketing to promote an e-catalogue and we are certain that response rates to the interactive catalogue will be as high as other online activity has shown."
Joy Whitehead, head of list broking at Zed, added: "Email usage is no longer restricted to young people, as the group of 45- to 54-year-olds who use email is growing each day. This email campaign is therefore a quick and effective way to promote the e-catalogue with the target audience in the run-up to Christmas."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)