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Delia Online – the website of cookery writer and TV presenter Delia Smith – is increasing its digital marketing efforts.
Launched in 2001 by New Crane Internet (now NC Internet Ltd), www.deliaonline.com quickly established itself as a leading UK cookery site. It offers 2,000 recipes drawn from Delia’s cookery books, as well as new recipes developed specifically for the site, plus advice about ingredients, equipment – and a cookery school that takes visitors through the fundamentals of cookery in Delia’s straightforward style.
NC Internet Ltd is owned by Delia and her husband Michael Wynn Jones and was formerly part of New Crane Ltd, publisher of Sainsbury’s Magazine, and New Crane Communications, a food marketing and design solutions company. NC Internet Ltd is now run as an independent company.
The website has now appointed Forfront to transform its email marketing platform. Forfront’s repertoire covers software development, state-of-the-art mobile apps, a suite of customisable digital marketing services, website creation, bespoke corporate branding designs, email marketing product e-shots and more.
Delia Online managing editor Melanie Grocott explained that she was hoping for a successful partnership between the two companies that “improves the performance of our email marketing efforts with increased open, click and overall engagement rates for our campaigns”.
She said Delia Online wanted to work with a company that “understands our email marketing objectives and shares the same values when it comes to data-management”. She added that Delia Online opted for Forfront in order to “optimise performance for email newsletters across multi-platforms – desktop, tablet and mobile”, as well as to, “obtain more detailed, and easy to use, reporting data”.
Commenting on the new collaboration, Forfront marketing manager Vicki Russell said: “We’re delighted to be able to welcome Delia Online to Forfront. It’s an honour to work alongside such a household name with a huge, loyal fan base, and we can’t wait to begin helping their email marketing really flourish.”
