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    FUJIFILM EU Monthly Genre Emails

    We’ve been close commercial partners with FUJIFILM EU for years, and their forward thinking within digital marketing has been exceptional. They’ve grown a sizeable mailing list of passionate image makers across the UK and Europe – but how to effectively serve them?

     

    On an ongoing basis since 2023, we’ve provided genre-based articles with the express purpose of driving sales potential, long-term engagement and brand devotion. These monthly emails have served as a valuable consumer touchpoint and far outgrown their anticipated impact.

    In April 2023, we were asked to create an innovative newsletter marketing series to capitalise on a sizeable existing audience. FUJIFILM EU already offered direct email sales opportunities, and sought a reason for customers to return to the X Stories platform time and time again. There was a clear desire for material that offered mutual benefit – insight for recipients and underlying product promotion for the brand.

    Actions

    With longevity in mind, we planned a soft marketing approach, in which consumers would be active in their monthly engagement. Upon opening the emails, they’d find a purchase point grounded in educational content each time.

    Bringing the idea to life began with planning a year of content that appealed to the many segments of FUJIFILM EU’s email audience. In this case, those with interests in varied photographic genres. From here, we worked directly with our clients to line up a series of ambassadors who could provide meaningful insight.

    The experts were interviewed, the associated articles, emails and social posts were created, and the continuous flow of deliverables was managed – all in-house. Products were tied in with experience for a naturalistic sell. To expand the value of the content beyond email marketing, the articles were even SEO optimised.

    Outcome

    The monthly genre emails have been a resounding success with FUJIFILM EU’s audience and referrals to the eCommerce platform were notable. With a desire to continue and grow, another year’s worth of newsletter content has been planned and actioned. A supplementary email series with an episodic nature is also in development.

    TIMESCALE

    One year
    Continuing its success today

    KPIS

    High click-to-open
    Within a discerning, sizeable audience

    SUCCESSES

    Renewal of campaign
    With offshoots currently underway

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