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Tesco in e-mail marketing assault

Thursday, February 16, 2006

Tesco is bombarding UK consumers with a massive e-mail marketing campaign.

Way ahead of its supermarket rivals, it issued 44 separate e-mail campaigns last month, more than Sainsbury, Asda, Waitrose and Somerfield put together.

According to e-mail marketing firm Interactive Prospect Targeting Services, Tesco is blitzing the nation with 16-20 million e-mails per month.

Tesco e-mail campaigns offer deals on everthing from DVDs, books and flowers to wine, gardening kit and gym gear.

Targeted

"Tesco has more information on more people than its rivals, thanks to one of the most sophisticated customer data-collection operations in the UK," said Mark Smith, chief executive of marketing company themutual.net.

Tesco.com sales were up 31% at £401m in the first half of this year.

It deals with about 170,000 orders per week, compared with its nearest rival, Sainsburys.co.uk, which gets about 38,000.

"More people shop with us online than with anyone else and we do communicate with a lot of them by email," said a spokesperson for Tesco.

"We know that customers hate junk mail so we try to target them as much as possible and make it easy for them to stop receiving emails if they don't want them."

Article kindly provided by BBC News

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