ITV launches email drive to ramp up return visits

ITV is ramping up its email marketing activity to attract more return visitors to its website and build on recent online revenue gains.

Extra factor: Emails will be based around what the user’s interests are
Extra factor: Emails will be based around what the user’s interests are

The broadcaster has developed a number of targeted email alerts offering visitors to the site bespoke news and information on subjects they have previously demonstrated an interest in.

ITV CRM manager Oliver Fisher says the activity aims to boost return traffic and the “loyalty” of visitors to the site.

“It has become more important to increase loyalty,” says Fisher, adding: “A deeper relationship will provide more revenue”.

The permission-based emails will be compiled on the basis of the subject matter the receiver has previously browsed, so emails could feature breaking sports news, celebrity gossip or updates on ITV shows such as Coronation Street and The X Factor. The broadcaster will also alert people to forthcoming shows and events.

ITV is aiming to build on recent online successes. Digital revenues were £18m in the six months to 30 June, up 6%, with itv.com revenues increasing by 100% to £10m in the same period that group revenues dipped by 12%.

The increase in email activity follows ITV’s appointment of Experian CheetahMail. The online marketing firm will work on developing email marketing campaigns and creating a consistent look across all ITV’s email marketing programmes.

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