Bauer appoints Silverpop to email marketing brief

LONDON - Bauer Media has appointed Silverpop to create a wide-ranging email CRM programme as part of its digital marketing drive.

Silverpop will automate personalised communications to Bauer's 3m email subscribers who have registered across 80 media brands.

The email service provider will allow Bauer to create email newsletters with 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 personalisation of each successive email.

The campaign will roll out over four weeks to subscribers of media brands including Grazia, FHM and Motor Cycle News. The full Bauer portfolio is expected to be integrated by the end of the year, including, Bauer's new online luxury fashion club.

Alex Pickering, Bauer's head of data services, said: "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."

Silverpop was appointed after Bauer reviewed email service providers in a four-way pitch.