Hearst Digital is the digital division of The National Magazine Company, one of the foremost luxury consumer magazine publishers in the UK. Launched in January 2007 Hearst digital reaches 1/3 of all women online, with 4 million unique users a month.

In order to more proactively interact with their audiences and drive page impressions on their websites, Hearst digital had a need for targeted email broadcasts, to contact their subscribed readers with regular email communications.

The core objective for Hearst digital in their email marketing is to encourage and maintain reader loyalty within the busy and highly competitive online sphere. Email marketing is a powerful tool for Hearst digital, bringing readers back to the sites regularly and encouraging loyalty. They are able to push their most relevant and timely content out to readers through daily, weekly and fortnightly email campaigns.

Another major objective in their email marketing strategy is ultimately to increase traffic to their websites. Marketing
Communications Manager Emma Epp explains, “With non-transactional websites, page impressions work as currency for us. We need to drive these impressions with our email marketing and at the same time commercialise our database by increasing the advertising on email newsletters. We then must provide results for our paid advertisers in terms of open, click rates and circulations.” In addition, they need to be able to interact more frequently and with more relevance to their readers, whilst simplifying and expediting the campaign set up processes.