Email Best Practices

Waitrose holds title for strongest Christmas email campaign

Mailjet reveals that Waitrose are ahead of other supermarkets in the email campaign stakes as it vies to be consumers’ choice for Christmas dinner.

Gods lighting the Christmas tree



Waitrose claims second consecutive win but budget supermarkets including ASDA now lead in personalisation, content and calls-to-action.

  • Waitrose Christmas emails score 21.3 out of a possible 29.0 points, outperforming rival supermarkets measured across six separate marketing parameters

  • However, ASDA and Tesco’s investments in personalisation and creative content are beginning to surpass the more premium brand’s traditional approach

  • Sainsbury’s and Morrisons crash out of the running, gating emails only to existing customers

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