Hachette UK is a leading fiction and non-fiction publishing group, made up of several large publishing houses spanning across the UK, Ireland, India, Australia and New Zealand.
Hachette UK faced challenges with their email marketing due to the size of the company and quantity of the email campaigns that needed to be regularly produced. With over 100 individual mailings lists across the group, they had a complex need for an email marketing solution that would allow marketers to produce email at scale and quickly, but to a high quality.
Hachette wanted a solution that would allow the busy marketing teams to create emails for their campaigns without the need to learn HTML, which is time-consuming and a significant drawback in making the most of the email channel. The amount of code handling that marketers typically had to manoeuvre to add content and produce effective, mobile-responsive email campaigns also required complex skills which meant they were able to produce fewer campaigns than they wanted.
“The challenge we have is that although we’ve got eight publishing houses, we have over 100 different mailing lists. Which means that we’ve got a really complex need for an email marketing solution that will allow us to create templates and email campaigns really quickly, really seamlessly and not take up too much of our marketers time.” - Tim Perhar, Group CRM Manager, Hachette UK.
Over 100 different mailing lists to service individually
Inefficient collaboration in the email marketing workflow
Consumed marketers time and resources to excess
One master template, allowing marketers to create sub-templates quickly and easily
Marketers and designers can collaborate easily in Taxi
Marketers have absolute flexibility to create modular sub-templates without knowing HTML
The team at Taxi realised the objectives of simplifying Hachette’s entire email process and providing their marketing team with a means of building email campaigns without touching any HTML code. They needed a solution to allow them to create templates and email campaigns quickly and seamlessly.
“What we’ve been able to do with Taxi is give our marketers the absolute flexibility of creating a bespoke template of whatever campaign they’re working on, but without having to worry about technical issues.”
Tim Perhar Group CRM Manager, Hachette UK
Taxi for Email created a diverse master template for Hachette that could be easily re skinned for the company’s subsidiary brands.
“What I’ve now got is one master template and these guys are now free to go ahead and create whatever campaigns they like from that.” - Tim Perhar, Group CRM Manager, Hachette UK.
Taxi has given Hachette the absolute flexibility of creating a bespoke template for whatever campaign and marketer is working on, but without having to worry about the technical side of production and HTML. They can then send individually skinned campaigns at scale, catering to each of Hachette’s subsidiary mailing lists.