ITV is to run a CRM campaign to its email database with the launch of The Weatherfield Gazette, a weekly roundup of events on the world’s longest running soap Coronation Street. Weatherfield is the fictional town in which the soap is based.
The ezine, produced on a template by dubz.tv and fulfilled by the company, will also highlight other ITV programmes.
Managing director of dubz.tv, Barnaby Hobbs, said, “Whereas most CRM programmes are developed to increase incremental spend, broadcast centric ones are designed to increase viewing figures across a range of other programmes.”
After the launch of the first edition only those on the data base who have flagged an interest in soaps will be sent the ezine.
The Weatherfield Gazette is just one element of an ongoing programme of email based CRM activity that is planned for the broadcaster.
Hobbs added, “The email environment is ideal to develop CRM strategies for broadcasters. The ability to garner personal information and TV viewing habits enables an inexpensive way to gain behavioural insight into customers.
"Once this has been achieved it is possible to segment the markets and email relevant information that can foster additional TV viewing.”