Estee Lauder signs email marketing deal with Experian

Beauty and cosmetics firm Estee Lauder has appointed Experian CheetahMail to handle its targeted permission-based email campaign across its portfolio of brands.

The direct marketing provider will now develop and manage tailored email communications to consumers for Estee Lauder’s major cosmetics and fragrance labels including Clinique, Aveda, Jo Malone, Bobbi Brown and MAC Cosmetics.

Experian CheetahMail will also develop remarketing strategies for customer retention in order to help Estee Lauder increase its profit margin.

The firm hopes that its advanced data segmentation and replenishment programmes will enable Estee Lauder target the right consumers for each email campaign.

Roy Jugessur, Experian CheetahMail’s head of sales for UK and Ireland, told Precision Marketing: “As the worldwide cosmetic and fragrance market continues to grow year-on-year, it is important for Estee Lauder to communicate with its customer base with tailored information for each individual.”

He added that Experian CheetahMail will ensure that Estee Lauder uses the email channel effectively with the firm’s “blend of technology, data insight and consulting”.

Experian CheetahMail recently won an email marketing partnership contract with John Lewis, which will see Experian handling the firm’s permission-based email marketing campaigns, as well as those of its Waitrose and Greenbee businesses.