RedEye unveils Emergency Comms Programme

Online behavioural marketing and analysis specialist RedEye is launching a rapid response capability to enable organisations to email or text consumers within hours of an 'emergency'.

The RedEye Emergency Communications Programme is primarily targeting the charity and travel sectors, to enable them to provide information and facilitate donations as soon as news breaks about any disasters.

With the programme, RedEye creates and holds pre-built templates (along with a photo library of appropriate images) for email campaigns that are suitable for a range of potential emergency situations.

To complement these, RedEye also hosts microsites that can be quickly updated with details relating to a specific issue and made live within a few hours.

Crucially, a member of the RedEye Emergency Communications Programme team will be available in the UK 24 hours a day, seven days a week, 365 days a year to ensure that clients can launch an emergency communications programme at any time.

Matthew Kelleher, Commercial Director at RedEye, commented: "The first few hours after an emergency is announced are vital for any charity wanting to channel and maximise public awareness in order to make the most of fundraising opportunities.

"Typically, even though digital campaigns can be prepared much more quickly than traditional DM or advertising campaigns, precious hours are lost when creating a campaign from scratch.

"Our Emergency Communications Programme makes it possible to talk directly to supporters at the time when they are most likely to be wondering about how they can donate or provide support, when the emotional response is at its highest - as soon as emergencies hit the news".

RedEye's extensive data capabilities mean that the company can either hold and update an organisation's supporter/customer database regularly, or access it remotely, so that it can pull off a targeted mailing list as required to receive emergency communications.

The significant size of RedEye's email platform means that it is able to broadcast several million emails at once, which ensures that the message is sent efficiently and effectively and is relevant and timely for its target audience.

International relief and development charity World Vision has signed up to the new Emergency Communications Programme to deliver swift and effective communications and information during emergency situations.

Already using RedEye's broadcast system across a number of email campaigns, World Vision will manage the programme in-house.

The Emergency Communications Programme also includes a capability to create SMS campaigns.

These make it possible for organisations to reach supporters/customers anywhere without relying on internet access.

In addition to the charity sector, the Emergency Communications Programme has resonance within the travel sector, which often has a requirement to contact travelers with information about changes in travel plans prior to departure such as when there are increases in taxes, changes in security procedures or strike action that may impact on flight times.

It could also help companies, such as automotive manufacturers, with product recall issues.

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