Confetti has implemented an e-mail marketing system from Neolane after a successful three month trial.

The retailer wants to target customers in the run-up to their wedding with timely and relevant marketing.

Confetti, which operates a web site and mail order business as well as five stores, is using the system to build a single customer view of each registered customer, including their preferences, requirements and time scales. It then automates the creation of personalised marketing e-mails.

Confetti managing director Paul Stevenson said: “We expect that by switching to Neolane we will drive incremental sales and increase the average lifetime value of customers during the typical 18-month wedding planning period.”

During the trials, Confetti generated more than 9.7 million personalised e-mails. One promotion offering a£10 discount voucher after a£50 spend delivered an opening rate of 32.6 per cent, a click through of 10.3 per cent and a conversion rate of 1.3 per cent.

The average order value soared 85 per cent on the benchmark Confetti had set with its e-mail service provider.

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