Viking Direct, the leading office supplies and solutions supplier to the SME market in the UK and Ireland has retained Edge Digital to create and deliver its email retention programme.

Having achieved great results with parent company Office Depot, Edge were a natural partner to support Viking as it moves to focus effort on online communications and boost customer retention and value.

Using its in-house highly flexible and dynamic email deployment platform Edge receive weekly data feeds of new customers which then generates a voucher welcome email to the customer. The purpose of the voucher is to stimulate a further sell – using dynamic content to personalise the voucher value, threshold of spend and expiry date.

A further follow-up email is also generated 2 weeks after the initial contact to those customers who have not redeemed.

Nick Mitchell, MD at Edge comments, “We’re delighted and excited to be working with Viking. This is the first step on what will be a growing retention programme with many more milestone trigger emails being added to the cycle over the coming months”.