Brindleyplace

The Client

Brindleyplace is a unique retail, leisure and business destination in the heart of Birmingham. With its vibrant and attractive canal-side location it is one of the city’s most diverse destinations, incorporating business premises, restaurants, galleries, a theatre and a range of independent stores all in one environment.

The Campaign

As part of its ongoing marketing strategy Brindleyplace issued a bi-monthly newsletter to its extensive database of subscibers and loyalty card holders. As the number of email addresses on the database had reached a significant level Brindleyplace approached Wyatt to explore e-marketing opportunities.

Wyatt worked with the team at Brindleyplace to prepare and classify the data before introducing ‘Enabler’ - a flexible emailing solution that would allow the team to create their own branded emailers. This, in turn, reduced the number of printed newsletters produced and enabled the team to provide updates to the mailing list in a more environmentally friendly manner.

The Results

The introduction of Enabler greatly improved ROI measurement – providing greater transparency and trackability in relation to recipients requesting further information and the ability to click through to individual articles in the emailer or visit the Brindleyplace website.

By sending the newsletters via Enabler, one and a half days are saved each month in distribution time and, on average, over 51% of recipients are clicking through for further information. Enabler is also used by the team for other functions such as invitations, updates and loyalty card mailers.

“The support and training received for Enabler was fantastic – the Wyatt team has always been available and really helpful. Not only does this new system provide a means to measure success and save costs and time, it is an environmentally-friendly option.”

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