PaddyPower boosts its email marketing

by Hayley Pinkerfield, Revolution UK 04-Dec-07

PaddyPower, Ireland's fixed-odds bookmaker, is ramping up its email marketing strategy in line with geographical expansion and increased user volume.

The move comes as PaddyPower grows its retail presence in the UK.

As part of the new strategy, PaddyPower is building an RSS application,
which it plans to roll out in the New Year.

"We're delivering an application that will enable us to deliver as many

content feeds as we want," said Stephen Lovell, user experience manager,

Paddy Power. "Email is our first line of communication, and we're still
wary of using SMS," he said.

Lovell explained that email is still the business' most important
channel, and it has more than doubled its email output during the past
year. PaddyPower has appointed Email Reaction to integrate its software
with its existing CRM system.

He added that the company will use 'dynamic' emails to grab users'
attention. These will serve different content to people based on their
likes, dislikes and previous actions on the site.

New communication channels are part of a strategy to make web site
content available in different formats to better suit consumer needs.
The brand is also planning widgets and applications that can be used in
conjunction with the site.

"Users are coming to the site via odds-comparison sites such as
Oddschecker. We want to help them to create content mash-ups so that
football betters can play poker, for example," said Lovell.