The British Home Enhancement Trade Association (BHETA)'s direct e-marketing campaign, which targets 600 of the UK's top home and garden retail buyers, has seen another high opening and click-through rate for the second communication in the series.
The most recent mailer achieved a 39% opening rate, well above the average for a communication of this type, and 7.4% click-through to Meet the Buyer details, forums and BHETA members' new products.

Retailers who accessed the information included B&Q, Homebase, Mitre 10 (New Zealand), Tile Giant, Brewers, Kingfisher Global, Clas Ohlson, Dobbies, Screwfix, Travis Perkins, Bunnings (Australia), Wolseley Group, Wickes, Woodies (Ireland), Topps Tiles, Castorama (Poland), Asda, Toolstation, TradePoint and Selco.

The aim of the campaign is to highlight potential new products which might not have been presented to retailers through conventional buying channels.