Mothercare

Mothercare appointed Zone to review their email communication strategy for expectant mums in January 2010. We devised a campaign made up of 36 weekly emails, which are sent according to the due date of the recipient – and crucially, allowing us to create highly-targeted and relevant editorial content.

Creatively, the campaign is content-led, giving the recipient a reason to open and read the email every week. Links to products are carefully selected to ensure their relevance to the stage of pregnancy, reducing churn rates and providing Mothercare with the opportunity to build a relationship with the customer over an eight month period, not just through a once-a-week email campaign.

Zone commissioned experienced consumer journalists with experience in the women’s market to research and write the editorial, providing high-quality content which reinforces Mothercare’s positioning as a trusted brand for first-time mums.

The new campaign creative went live in April 2010, and the results have been spectacular. Click through rates for the campaign have increased threefold, while orders directly attributable to the email campaign increased 24 times. The conversion rate has increased by 16 times, and the average value of each order has doubled. As a result, the campaign was nominated for best use of email at the 2010 BIMAs and highly commended at the 2011 Revolution Awards.

We've gone on to work with Mothercare on a number of other content projects, ranging from web and email to copy for a printed product catalogue.