T.M. Lewin personalises marketing emails, adds real-time, automated feature

By

Barbara Santamaria

Published
Mar 18, 2019

Email marketing may not carry the glamour of major seasonal print campaigns but it’s a crucial sales tool and one that’s particularly important when it comes to one all-important feature - personalisation.

And T.M. Lewin has teamed up with email marketing company Kickdynamic to drive customer engagement by automating and personalising its newsletters.

The partnership will see the brand using Kickdynamic’s open time technology to generate what it hopes will be compelling email content and which will certainly be up-to-date as it will happen in real-time.

It works by using the customers’ preferences, browsing and purchase data, plus average spend via an automated process that cuts down on the time it takes to build each email and displays real-time information like stock levels at every open. That’s a development that could potentially save costs and also cut down on the frustration of consumers being offered information about items that might not actually be available.

“We’ve been expertly tailoring our customers for over 120 years so it’s only right we tailor their communications in the same manner,” said Richard Jones, head of CRM at T.M.Lewin. Jones added that Kickdynamic has an “excellent track record” in delivering personalised campaigns.

Such tech-based marketing is something we’re likely to see a lot more of in the future as the tech get ever more sophisticated.

Kickdynamic already works with brands including Ted Baker, Asos, Boohoo, PrettyLittleThing and New Look.