Homewares shopping site Mydeco has introduced a second weekly e-mail newsletter to a proportion of its user base offering early access to special deals and exclusive offers.

The early bird email is achieving an average open rate of 55% thanks to the targeting Mydeco is doing.

Working with its email services provider Emailvision, Mydeco is able to identify consumers who have ticked on particular sales or promotions in its main weekly newsletter.

Mydeco plans to focus on increasing the levels of personalised content within its campaigns to improve customer retention, and will test changes such as personalised subject lines.

In addition, tracked links will be used to collect data on customer preferences and allow the company to lay out the email content with more relevance.

Since Mydeco recently began working with Emailvision, it has halved the time it takes to produce its main weekly newsletter that is sent to 200,000 consumers.

It has also increased campaign deliverability rates to 99.8% since switching from its previous email service provider.