The food retailer used tactical email marketing last year but has now developed a regular programme using personalisation. The emails are produced by Underwired and distributed by Epsilon.
The emails will provide targeted special offers, information on seasonal foods coming on sale, and new recipes and information on food suppliers. They will be specific to the individual customer's shopping habits and interests.
The purpose of the communication is to lead customers to visit physical stores and the Waitrose.com website, which offers more in-depth information and forums.
Marc Nohr, managing partner at Kitcatt Nohr, said: "This is the first time sophisticated segmentation and dynamic content has been harnessed to drive personalised customer communications for Waitrose."
Waitrose also has a monthly customer magazine, Waitrose Food Illustrated, which has a circulation of around 300,000. It is produced by customer publishing agency John Brown.