Black & Decker hires Mailtrack for Europe email push

LONDON - Mailtrack has been appointed by Black & Decker to implement a pan-European email campaign to carry out online research and help increase its consumer databases in European countries.

The activity will include emails containing competitions and data capture mechanics that target DIY and home improvement enthusiasts in Italy, Spain and France, in order to gain a greater understanding of their DIY habits.

Mailtrack consulted, planned and bought the media space for the campaign and is also setting up, managing and tracking the activity.

Peter Langham, e-business commercial manager for Black & Decker Europe, said: "Mailtrack's indepth knowledge of targeted online databases and customer acquisition across Europe, as well as its email marketing experience, has been a major factor in our decision to select Mailtrack to implement such a significant campaign."

Based on its understanding of Black & Decker's target market, Mailtrack has sourced the most relevant lists and is rolling out a strong creative offering competitions to win products to incentivise people to register and complete a questionnaire.

Komal Helyer, sales and marketing manager for Mailtrack, added: "This is the first time that Black & Decker has directed email activity towards Spain and France, so we are really excited to be implementing this campaign and are confident of achieving strong results via our extensively researched lists."

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