Product category:
Email marketing
News Release from: Email Reaction | Subject: Content Editor
Edited by the Marketingservicestalk Editorial
Team on 06 December 2007
PaddyPower chooses Email Reaction
Email Reaction has provided Irish fixed-odds sports betting provider Paddy Power with a point and click email tool to manage marketing campaigns and provide data enrichment capabilities.
With a growing retail presence in the UK, Paddy Power is using Email Reaction to improve the effectiveness of its email marketing strategy by integrating an email campaign solution that will take advantage of digital delivery channels such as email, RSS and SMS (text) The advanced personalisation features in Email Reaction will be used to speed up existing workflow processes, increase the relevance of email through personalised content and thus improve deliverability rates by reducing the possibility of high spam complaint rates
This article was originally published on Marketingservicestalk on 29 Aug 2007 at 8.00am (UK)
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Email Reaction will integrate its own software solution with Paddy Power's current customer information, connecting multiple databases that can be easily managed, improving the efficiency of a number of functional and support requirements.
Email Reaction will implement a communication strategy that is easy for non-technical users to manage, providing the ability to create and manage microsites, include dynamic content in emails and use advanced tracking tools.
Stephen Lovell, user experience manager of Paddy Power, said: "When looking at email marketing solutions, a key requirement for us was to be able to integrate software with our own CRM system that would be easy to use, but have sophisticated data analysis capabilities.
"We also required high levels of customer support and account management.
"Email Reaction provides our non-technical marketing users with a straightforward solution that is flexible enough to fully integrate into our CRM and analysis products, and careful ISP management means fewer emails will be identified as spam".
Bryan Black, managing director of Email Reaction, said: "By using Email Reaction's technology, Paddy Power has a sophisticated system that is able to carefully manage marketing campaigns, through email tools which accommodate the various needs of those involved in running them.
"Email Reaction's Content Editor is not only easy to use but one of the most sophisticated dynamic tools on the market.
"Creating dynamic emails to ensure more relevant and targeted communication is guaranteed to increase Paddy Power's digital marketing response rates.".
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