Josie Scotchmer


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