The Challenge


Over 5 million students and faculty members from 700+ campuses nationwide rely on Barnes & Noble College, the nation’s leading college campus store, for their academic needs. But with so many different target audiences, including parents, alumni, and faculty, across different schools, time zones, and states, how can Barnes & Noble College deliver the right message at the right time to each customer? With a best-in-class email marketing program, of course. 

The Approach

Class is in session: With a track record of successful CRM applications, DEFINITION 6 was quick to design a highly personalized and dynamic email program, which enabled Barnes and Noble College to tailor each message to every campus and segmented audience. Tapping into localized on-campus content and an automated cadence of emails, this strategic approach was executed across a national platform and has consistently resulted in higher click-through and conversion rates.

Our team now distributes over 1 million emails daily to Barnes and Noble College’s growing database of students, parents, and alumni. In addition to email-specific consultation, creative development, and reporting and analytics, our team implemented segmentation logic to micro-target specific parties with key messages.

The Work

The Results

800 +


5 M+


70 %