Filofax is to use Twitter and Facebook to get to know its customers in email campaigns.

The retailer is launching a new product and fashion edition of its newsletter, which will encourage customers to contribute personal Filofax stories while showing them recent conversations others have had on Facebook and other social media sites.

The newsletter will be sent out to segmented audiences, split by gender. It will feature special offers and discounts for online customers.

“We have a very loyal customer base of highly engaged brand advocates. As such retention-based marketing has played a significant role in our online strategy to date,” said Jess Stephens, group e-marketing manager at Filofax. “Building on that we want to understand our customers even better than we do already.”

To achieve the segmentation and integrate social media, Filofax is using Emailvision’s marketing solution Campaign Commander.

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