Tesco sends first personalised emails using Clubcard data

by Noelle McElhatton, marketingdirectmag.co.uk 02-Jun-09, 13:00

LONDON - Tesco is using Clubcard data for a personalised email marketing campaign.

The supermarket’s direct mail has featured personalized coupons based on Clubcard data for a number of years, but the email campaign is the first time Tesco has sent individualized emails.

The emails, sent by Epsilon International, are part of Tesco’s £150m relaunch of the Clubcard loyalty scheme. Emails feature a personalised message and the value of the recipient's unused Clubcard vouchers.

Tesco is currently offering double points and vouchers for in-store use, and the ability to convert points earned on shopping into vouchers to spend at restaurants and family activities. The offer includes trading £2.50 of Clubcard vouchers for £10 of family favourite Pizza Express vouchers.

In April Epsilon was ranked number one US direct marketing agency by a US advertising trade magazine, based on its 2008 revenues of nearly $500 million. The National Geographic Society recently extended Epsilon's contract for database hosting and marketing services.