Faber & Faber publishers master email marketing

Why email marketing?

Faber & Faber wanted to use email marketing to communicate, as easily and immediately as possible, any piece of news or information which their subscriber base would be interested in.

Faber has a number of mailing lists for different parts of their business, including general news about books and the arts, their bespoke print-on-demand catalogue and their new creative writing academy.

Like true email marketing pros they're growing their lists organically and seeing their subscriber numbers grow at a steady rate.

1. Engage 2. Segment 3. Analyse

The newsletter is an integral part of Faber's online strategy, enabling them to engage with readers, book buyers and aspiring writers in a way that that is easily digestible . This is becoming increasingly important as the gap between retailers and book buyers widens, as more and more information is now found online, and as book-selling expertise disappears from the high street.

Because Faber's catalogue includes books spanning a multitude of literary genres, they need separate lists to serve these different communities.

They see their newsletters as a key direct marketing communication tool and use them alongside their Twitter feed and Facebook groups. 

The simplicity of PureResponse, along with the comprehensive analytics reporting available, helps Faber to reach interested parties and measure the success of specific campaigns and keeps the subscribers receiving relevant and up to the minute content.

It's all in the software

Pure360's email marketing software:

• Plays a key role in a number of viral and online campaigns run by Faber, and helps Faber to build specific online communities.

• Allows Faber to update and refine their lists with minimum effort. As Faber's subscriber list grows it is automatically updated on the PureResponse system.

• Enables Faber to track the specific subscriber interests through the enterprise-level reporting function. The information acquired via this function provides an invaluable opportunity for Faber to target these interest groups separately

Matthew DeVille, Faber's Digital Marketing Manager, says:

"For book publishers, direct marketing and reaching readers quickly and efficiently is more important than ever before, so having PureResponse at our disposal makes our lives much easier.

There are no technical barriers to overcome - so much so that other parts of the company beyond the Marketing department are now using PureResponse - and the comprehensive analytics reporting and transparency it offers allows us to see how efficiently we are spending our time.

We were one of Pure360's earliest customers and have never felt the need to look elsewhere."

In a nutshell they're pretty happy marketers at Faber &Faber and a great example of email marketing best practice in the publishing industry.