Tom French is an independent designer jeweller based in Ascot, known for high-end, carefully crafted jewellery. Their team has extensive experience in luxury jewellery and provides clients with a personal, expert-led shopping experience. From statement necklaces to delicate earrings, Tom French offers advice and guidance to help clients choose the perfect additions to their collection.

The Brief

Before working with Smart Messenger, Tom French had not used email marketing and they wanted to be able to communicate with clients in a way that reflected the quality of their brand. Their goals were to drive traffic to their website and encourage visits to their Ascot store.

They needed an email marketing solution that could:

  • Integrate seamlessly with their CRM, so they can target client segments based on purchase history, customer value and preferences.
  • Provide full support, including guidance on creating campaigns, as they were new to email marketing.
  • Deliver high-quality, professional emails that match the luxury and style of their brand.
  • Ensure client data security, requiring a UK-based provider fully compliant with data protection regulations.

The company wanted a solution that could meet all these requirements while maintaining the personal touch expected of a high-end jeweller.

"We’ve seen increased interest online and in-store as a result of our campaigns and they’ve helped us build closer relationships with our customers."

April Miles, Tom French Jewellery

Our Solutions

Smart Messenger provided a tailored approach to meet Tom French’s needs:

  • Easy Integration with their CRM
    Using an API connection, Smart Messenger automatically pulls the right client segments from their CRM, making it easy to send highly targeted, personalised campaigns to different client groups. This ensures every email reaches the most relevant audience.
  • Personal Support from Real People
    Smart Messenger includes the services of a dedicated account manager, one-to-one training and unlimited phone support. This personal touch gives Tom French’s team access to expert help to create effective campaigns, including integration assistance in partnership with their specialist CRM provider, Soft Ideas.
  • Professional Design Services
    The Smart Messenger team created a bespoke email template for Tom French, giving them a polished, professional design they can customise for each campaign, ensuring each email reflects their premium-quality brand.
  • UK-Based Service and Data Security
    The Smart Messenger platform and team are fully UK based, ensuring all data is handled securely and in line with UK data protection regulations.

How They Use Smart Messenger

Tom French uses Smart Messenger to stay in touch with clients in a considered and personal way. Their email campaigns are designed to build relationships, not simply promote products.

They use Smart Messenger to:

  • Share new collections and seasonal jewellery selections with clients who are most likely to be interested.
  • Keep clients informed about events, services and occasional offers.
  • Send relevant, well-timed content to different client groups, helping maintain ongoing relationships and encouraging both website visits and visits to the Ascot store.

The Benefits

Working with Smart Messenger has given Tom French an efficient and professional way to communicate with clients on an ongoing basis, without losing the personal touch that is central to their brand. 

Key benefits include:

  • The ability to create high-quality, targeted email campaigns that reflect their luxury brand.
  • Increased engagement from clients, with more people visiting the website and coming into the Ascot store as a result of relevant, well-timed emails.
  • Confidence that customer data is secure and professionally managed within the UK.
  • Ongoing expert support and guidance, making email marketing accessible and effective, despite being new to it.

Customer Testimonial

"Smart Messenger gave us the tools and support to start email marketing with confidence. They created a professional email template that reflects our high-end brand and their UK-based service gives us peace of mind around data protection. We’ve seen increased interest online and in-store as a result of our campaigns and they’ve helped us build closer relationships with our customers."

April Miles, Tom French Jewellery

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