Subscribers increased by 300 percent

Centrum
www.centrum.co.uk

Centrum is one of the UK's leading brands of multivitamins, available in a range of formulas of vitamins and minerals, designed to maintain well-being and supplement a daily diet.

Business needs
Moore-Wilson was commissioned to manage Centrum's online marketing activity throughout 2004. To promote the new website, Moore-Wilson proposed proactive, customer-focused, trade-driving activity throughout 2004, requiring a robust software solution to manage and co-ordinate email communications.

Benefits

Robust architecture enables a high volume of messages to be sent and delivered
To deliver a high volume of messages each month, Moore-Wilson uses the MailCasts system to manage Centrum's list of subscribers, creating and scheduling personalised graphical emails based on opt-in criteria.

Central image library enables messages targeted at different consumer segments to share visual elements
Email messages are targeted at three consumer segments, reflecting the Centrum product range. Centrum's online marketing strategy includes promotional activity with affinity partners such as Fitness First, Harrogate Spa Mineral Water and M&M Sports. MailCasts' WYSIWYG (what-you-see-is-what-you-get) editor makes it easy to add tracking or affiliate codes for these special offers.

Built-in reporting module enables real-time campaign analysis
Co-ordinating the website content with email communications is vital; consistency across the message designs helps ensure strong click-through rates to drive traffic to the website. To monitor message performance, MailCasts produces real-time statistical campaign reporting, enabling instant analysis of opens, unsubscribe requests, bounces and click-through rates just moments after messages have been broadcast.

Automated unsubscribe request management complies with industry best practice
Un-subscribe requests are automatically handled by the system, ensuring compliance with industry best practice guidelines.

The Result
Results speak for themselves: within the first three months of activity, Centrum has seen opt-in subscriber numbers increase by over 300 percent.

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