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The Why

To optimise customer email broadcasting, with a view to further refining communications; engaging with customers more effectively; and delivering more strategic targeting.

The How

Skopos London conducted a series of online focus groups (i-forums) to explore reaction to the Tesco email marketing, followed by an online quantitative survey to validated reaction.

The What Now

Tesco subsequently restructured their online marcomms activity, revisiting the tone of voice, relevance of content/offers, design and broadcast frequency (in the context of competitor activity).

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