Part of the Dairy Crest Group PLC, milk&more is your same friendly local milkmen – now online. In addition to fresh milk and everything dairy, they offer a huge and ever-expanding range of essentials to over one million homes all over the UK. From bread and milk to the freshest seasonal fruit and vegetable boxes, they’ve got your daily essentials covered in one easy-to-manage online and offline service.
milk&more understood that to be successful in the online world, it was necessary to treat email as a key communication platform for their brand. Previously, milk&more had taken more of a “spray and pray” approach to email that treated everyone the same regardless of their preferences. “One-size fits all email marketing doesn’t maximize ROI,” says Cristiano Bonato, Email and Retention Manager, milk&more. “We know that segmenting your customer database into smaller groups of like-minded individuals can dramatically increase the relevance of campaigns.”
Understanding that the ability to segment was key to a more engaged audience, they started to look for a solution with which they could take advantage of automation.