United Utilities implement MIG’s Intelligent Email

To promote their new Total Pipework Solutions programme, United Utilities have signed up to an intelligent email programme from the Marketing Innovation Group (MIG). The programme will use a number of MIG’s Intelligent Marketing Solutions.

[UKPRwire, Tue Nov 20 2007] MIG will provide all the tools necessary, including provision of targeted email data, the ability to produce professional electronic newsletters and emails, the provision of an iBrochure using MIG’s patented technology, and access to full analysis of the performance of the email programme.

Martin Howarth of United Utilities commented “We realise the impact MIG’s Intelligent Marketing Solutions can have on our business. We will now be able to produce informative newsletters targeted at prospective customers, informing them of our services and keeping them aware of issues within the water market. And even more importantly we will have access to detailed analysis of all parts of the email programme.”

Rob Bielby, CEO of MIG, said "The issues that TPS has like most business service operations, is to stay front of mind through long periods when it is unlikely that these specific services are required so that when the need does arise their business is the one that is called first. The iNews platform enables UU's marketing team to be able to easily and consistently deliver relevant content to inform their target market throughout the year so that when a purchase opportunity exists UU's services are chosen. The intelligence that is driven off the email campaign also helps to identify the right target market, often without the target or prospect realising they are selecting themselves for future marketing just by showing interest in some of the subject matter. MIG will work with UU to test different datasets to identify the most effective targets both by profiling and 'ranging' e-shots which will, like artillery, close in on the right audience via the on-line tracking of interest by open rates and click-thru's"

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