ATLANTA, Dec. 9, 2008 -- In the latest development of its digital marketing drive, Bauer Media has appointed email service provider Silverpop to implement a wide-ranging email customer relationship management program. Bauer Media is a division of the Bauer Publishing Group, Europe's largest privately-owned publishing group offering more than 230 magazines in 15 countries, as well as online, TV and radio stations.
Described by Bauer's Head of Data Services, Alex Pickering, as "a key piece in the CRM jigsaw," Silverpop will automate personalized communications to Bauer's three million email subscribers who registered across 80 media brands.
Silverpop's solution will allow Bauer to create email newsletters with dynamic content based on subscriber preferences and behavioural data that is segmented and stored in Bauer's data warehouse. Information gathered from each campaign will migrate back to the data warehouse to further refine the personalization of each successive email.
"E-commerce is a key focus for us, and Silverpop's appointment will enable us to deliver the holy grail of one-to-one automated marketing across our many media brands and exciting new projects like Cocosa.com - Bauer's new, online luxury fashion club," said Pickering.
Silverpop was appointed after Bauer reviewed four email service providers.
Silverpop delivers a comprehensive array of on-demand software solutions serving the online relationship marketing needs of enterprise-level organisations throughout the world. From its offices in the UK and throughout the US, Silverpop provides email marketing and lead management technologies to industry-leading companies including KPN, British Sky Broadcasting, Telegraaf Media Groep, Barclays Global Investors and Shop Direct Group. Best practices and white papers are available at www.silverpop.com.
About Bauer Media
Bauer Media's portfolio of powerful media brands touch over nineteen million UK adults every week, connecting audiences with excellent content, whenever, wherever, and however they want. In print, on radio, TV, or online, Bauer Media spans over eighty influential brand names covering a diverse range of interests, including heat, GRAZIA, Closer, Motor Cycle News, FHM, Parker's, MATCH!, Magic 105.4, Kiss 100, Kerrang!, Q Radio and the Big City Network (our group of 20 locally connected radio stations). www.bauermedia.co.uk