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May 2006
eMarketing Advantage, developed by Thomson Directories can now service bespoke requests with premium email data sets that have a proven track record.
In addition to a successful email marketing service utilizing over 460,000 opt in B2B email addresses collected by the Thomson Directories' internal call centre, eMarketing Advantage can now service bespoke requests for email data that is more likely to prove receptive based on past performance.
"email marketing should be approached in the same way as any other form of direct marketing with the same requirements for targeting, relevant messaging, and impactful creative,” says Thomson Product Manager Jane Byrne.
Jane Byrne, Product Manager at Thomson Directories
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“Clients want to maximize their return on investment and the best way to do this is to maximize the potential results. eMarketing Advantage can now offer premium email data sets based on past performance. For the Telecoms industry, for example, we have developed and managed the highest number of campaigns, and we can now offer customers the benefits of a database providing 46,000 opt-in email addresses based on those that have proved receptive to campaigns conducted by Telecoms companies*. "
A premium data set of 16,500 email addresses featuring individuals who have proved receptive to advertising companies' campaigns has also been developed by Thomson and there are more in the pipeline. Recent campaign results reveal a healthy response to emails by those companies in the medical and publishing sectors. And an increasing number of companies involved in e-Commerce and IT are pushing ahead with Thomson's managed email marketing campaigns.
Client demands for more intelligent B2B email data has led the Business Information division of Thomson Directories to significantly broaden its emarketing service by offering data intelligence, results profiling, analysis and data augmentation as part of its emarketing package.
Emarketing Advantage uses the very latest in matching, analysis, profiling and campaign management software in the development and delivery of its new services, teaming up with matching software specialists IDS and database marketing software experts Alterian.
“eMarketing Advantage aims to stimulate an increased market for email marketing based on providing a level of data insight that will reduce marketing costs and improve ROI,” adds Byrne.
“Using this level of data visualisation, we can identify prospects that mirror the findings of what an ‘ideal' customer looks like, and then set up email campaigns to communicate the most relevant messages.” eMarketing Advantage also enables the customer to augment their database using the Thomson Directories in-house call centre. For more information visit www.emarketingadvantage.co.uk
*based on click through rates
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