Warner Breaks today announced the appointment of email marketing agency, e-relationship marketing, (e-rm, a division of RedEye International Ltd), to implement their automated event driven email marketing campaigns, aimed at maximising revenue from Warner Breaks’ existing customer base, as well as attracting new customers.

The company, part of the Bourne Leisure Group, which owns Butlins, Haven and British Holiday is turning to digital to target the over-50s travel market.

Under the deal, Warner Breaks will use e-rm’s segmentation and event-driven email tools to obtain and utilise detailed information about online customer activity. This data will be used to automatically send timely and highly targeted emails.

e-rm will also advise Warner Breaks on the most effective creative designs, which will have maximum deliverability.

The initial campaigns will focus on sending new customers welcome emails and existing customers regular email newsletters, informing them of special offers relevant to products they have previously bought or expressed interest in and seasonal promotions throughout the year.

The performance of each individual email will be then tracked using e-rm’s reporting tools to measure key performance indicators and gauge the success of the campaigns and the effectiveness of bought lists. The email campaigns will run along side a series of campaign sites and increased investment in affiliate marketing.

Matthew Finch, online marketing manager for Warner Breaks, said, “We chose e-rm to replace our in-house solution because of their bespoke personal service and email marketing expertise. Email is an important part of our online marketing activity for 2006, expected to generate over 10% of our online sales.”

Jonathan Kay, Managing Director at e-rm and RedEye, commented: “Email marketing is increasingly competitive. Warner Breaks recognise that for their campaigns to be effective, they must be timely, targeted and relevant, and this is where e-rm will really add value to their business.”



e-rm offer a full service approach from creative and email list strategy, through to email and SMS transmission and web site tracking and analytics.

e-rm implements email marketing campaigns for some of the largest B2B and B2C marketing companies and is a trusted source of good quality email data. It is the second largest email broadcast agency in the UK, delivering in excess of 22 million emails a month, for clients including Virgin Atlantic, Body Shop and Cahoot.

e-rm were bought by online marketing agency, RedEye, in 2005. RedEye is now able to offer their clients increased email data expertise and UK based email delivery. e-rm’s clients are benefiting from access to a wider range of online expertise and measurement services.


Warner Breaks offers UK short themed breaks with top class entertainment and a range of indoor and outdoor activities for adults. Warner Breaks has thousands of loyal customers, many of which return time after time, year after year to the extraordinary choice of six Historic Grade 1 and 2 listed Hotels, three Character Hotels and four Coastal Resorts.

Three-night weekend and two and four-night midweek packages offer great value for money, being on a half board basis and including a full programme of live nightly entertainment, superb leisure facilities and a wide choice of recreational activities in beautiful landscaped gardens and grounds. For further information about Warner call 0870 601 6012 or visit www.warnerbreaks.co.uk.

Press Contact
Cath Swift
07801 817 451

Jonathan Kay
Managing Director
07977 402 718

Published on: 12:00AM on 6th April 2006