Over the past four
decades Delia Smith has informed, entertained and educated with recipes and
information about food and cookery. Through her books, television series,
newspaper columns and magazine work she has achieved an unmatched position of
popularity in the UK: Delia has sold over 21 million copies of her books
This relationship has been extended online. Launched in March 2001, Delia Online quickly established itself as the UK’s leading cookery site. It offers 2000 recipes drawn from Delia’s cookery books, as well as new recipes developed specifically for the site, advice about ingredients and equipment and a cookery school that takes visitors through the fundamentals of cookery.
Brand promotion, engagement and driving high volumes of web traffic are the key objectives of the Delia online team. Consistent, compelling newsletters along with targeted solus emails keep the Delia online membership engaged and informed and revisiting the website for more in depth information. Another major challenge for Delia online, as for many UK businesses, is data management and compliance to GDPR, with consent management and recording being particularly high on the agenda.
Our short term objective was to increase our click through rates and member engagement levels, which we’re pleased to say have been achieved. We’re now working closely with our Account Manager on the longer term strategy to improve the performance of our open ratesMelanie Grocott, Managing Editor at Delia Online
Data security, both from a legislative and reputational perspective, is very important to the Delia online team. Delia is a national treasure and consumer confidence and trust that they are correctly managing data is highly important to the team, not just because of the legislation. To ensure data security e-shot created a bespoke integration into their CRM system to ensure data flows are completely secure and easy to manage.
Delia online had a very large database of contacts, but did not have all the appropriate consent information required for GDPR compliance. With data up to 15 years old, there was no option other than to run a sophisticated opt-in campaign that ran over the 4 months prior to the GDPR introduction. Working with their account manager the Delia team created workflows within the automated series tool to target and re-engage their database and collect the correct consent information.
The key objective of driving website traffic is consistently met by the newsletter campaigns and solus messages as there is a significant spike in traffic and activity as a result of each send.
After the re-permissioning campaign Delia’s data list was fresh,
engaged and invested in the brand. As a result, their deliverability, open and
click rates also saw significant improvement. By using the reporting features
the team are able to understand the key content that their audience is engaging
with, by using the click map they can get in-depth understanding of their
priorities and the articles that drive the most traffic back to the site.
After the success of the re-permissioning campaign, the team are going to investigate further uses for the automation tool in e-shot™ and are keen to bring more sophisticated techniques to their email strategy with the help and support of their dedicated account manager.
It is crucial for us to communicate with our members and ensure that they continuously engage with the content on the website and email is the best way to contact them. With the e-shot drag & drop designer we can easily create beautiful, professional emails with no HTML experience.Melanie Grocott, Managing Editor at Delia Online
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