Experian introduces start-up email marketing package
LONDON - Experian's B2B Marketing division has released a new email marketing package that it said would provide a start up for businesses aiming to grow their permission-based email databases.
The software, which is powered by Experian's email and website analytics company CheetahMail, is designed to increase permission-based email marketing databases for companies that need assistance in growing their email marketing activity.
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Experian said the package would also provide access to tailored email programmes and advanced techniques, including strategic planning, data cleansing and an automated system to manage bounce-back emails.
Nick Frazer, director of Experian's B2B Marketing division, said: "Email is a very powerful and effective medium, but the majority of B2B businesses still need support with email marketing to ensure they make the most of their activity.
"There has been a shift in the B2B industry towards using email marketing for retention purposes to communicate with existing customers. Here we will be helping companies to use email marketing more efficiently."
Experian: 'we will be helping companies to use email marketing more efficiently'
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Comments
TONY ATTWOOD - 01/03/2007
I wonder if there isn't still a problem here. I've come across several clients of ours (Hamilton House Mailings plc) where their aim is to build a set of email sales notes to send out to clients or potential clients, so that the promotions go out with email A in week one, email B in week 2 and so on. The problem is this approach rarely seems to work - you need real creative input regularly to make the sales happen - and that creative input needs to be informed by the response to the last and previous promotions. My firm is perhaps best known for its humorous sales promotions - and we sometimes get asked to write a whole series. We are pleased to do this, but you still need to see the response to each one before you go on to the next. For example we've currently hit on a historic theme in one series - but that only occured because we found one amusing historic letter worked. So the problem with smaller companies is that they try to automate something that actually should not be automated at all.