ITV revamps email marketing to boost traffic and ad revenue

by Noelle McElhatton, marketingdirectmag.co.uk 29-Oct-09, 10:20

LONDON - ITV is ramping up its permission-based email marketing campaigns to drive traffic to ITV.com and boost ad revenues.

It has appointed Experian CheetahMail as its email marketing supplier, and the firm has already begun work on email marketing campaigns for ITV programmes such as Coronation Street and Loose Women.

Email deliverability is a key focus for ITV's email programme.

Oliver Fisher, CRM Manager at ITV, said the network has already seen deliverability of its Coronation Street activity increase to 99.7 per cent.

Steve Lomax, managing eirector of Experian CheetahMail EMEA, said: "The media industry is highly competitive, particularly with the introduction of new digital technologies such as on demand and IPTV services.

"Our work with ITV will draw on techniques such as multi-stage welcome programmes, trigger alerts and new creative templates to help it engage with viewers and drive better returns from its email marketing investment."

ITV is the biggest commercial television network in the UK but has been hit hard by declining advertising sales. In the first six months of 2009, pre-tax losses decreased by 93 per cent to £105m on revenues that slid 12 per cent to £909m.

Online revenues for the same period were £18m, up 6%, with itv.com revenues increasing by 100% to £10m. Over the period itv.com delivered 116m online video views (2008: 31m). Unique users on itv.com averaged 8.7m per month (2008: 6.0m), peaking at 12.8m in May.

The broadcaster is currently seeking a chief executive to replace Michael Grade, who is stepping down to become non-executive chairman.