Filofax pursues retention with email and social media drive

The brand will integrate its email drive with social media activity on Twitter and Facebook. To increase customer loyalty, Filofax will share email promotions and offers through the social media sites.

Using Emailvision's on-demand email marketing platform, Campaign Commander, Filoxfax will be able to identify new marketing segments within existing customer data to build lists based on demographic and behavioural characteristics.

In addition, Filofax UK will be launching a new product and fashion edition of its newsletter to be split by gender when it goes live later this month.

The newsletter will encourage customers to contribute their personal Filofax stories while showing them some recent conversations other customers have had on Facebook.

Filofax group eMarketing manager, Jess Stephens, said: "We have a very loyal customer base of highly engaged brand advocates. As such retention-based marketing has played a significant role in our online strategy to date. Building on that we want to understand our customers even better than we do already."

This article was first published on brandrepublic.com