CheetahMail to handle email campaigns for Berry Bros & Rudd

by Sam Matthews, Brand Republic 28-Feb-06, 07:00

LONDON - Experian's CheetahMail has been appointed to provide email marketing services for wine merchant Berry Bros & Rudd.

Using its targeting and segmentation tools, CheetahMail's service will send personalised emails to BBR customers around the world.

The wine merchant will email customers as soon as confirmation is received from a winery that a wine is available, to let them know they can buy from its website.

Alex Murray, e-commerce manager for Berry Bros, said: "We can now reach more of our online customers quickly and reliably, ensuring they have the opportunity to purchase the very latest en primeur wines."

CheetahMail's reporting system gauges return on investment on click-through activity and sales.

From initial email campaigns before Christmas 2005, BBR has seen its average individual order value increase from £290 to £350 in February 2006. It has also seen email open rates among its customer database double following creative testing.

BBR, established in 1698, claims to be the UK's oldest wine and spirit merchant.

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