Email content management gives retail giant, EWM, an engagement competitive edge

  • Email Marketing

06. Sep 2017 | Marketing email

Etude de cas

One of the fastest growing multichannel retailers in the UK, EWM group currently operates over 1,000 stores and concessions. Alongside three core brands – The Edinburgh Woollen Mill, Jane Norman and Peacocks – the fashion and textiles retailing giant also owns Jaeger, Country Casual, Austin Reed, Hector Russell and Ponden Home Interiors.

Tasked with the job of streamlining the creation of responsive commercial email newsletters for seven brands within group, the company wanted to find a way to make it faster and easier for marketing teams to create brand-consistent email campaigns. That meant eliminating the need for HTML coding and providing predefined templates that would allow marketing teams to populate newsletter and email content in minutes, to distribute in hours – not days or weeks.

EWM group was already using Mapp’s Customer Engagement Platform (CEP) to connect with customers and automate its digital marketing activities. They decided to utilize Mapp’s new addition to the solution suite – Content Management (Email) – and pilot its use for generating newsletters for the Peacocks brand.