Carat Interactive is to unveil a new electronic customer
relationship management (e-CRM) system this week, which will focus on
providing the agency's existing clients with full e-mail marketing
The division will be called Carat Message, and the department will also
rely on the expertise of CLIM, Carat's list management arm. Carat
Message will be able to provide all customer relationship services
in-house, including mobile marketing, list brokering and data
The agency will represent and sell the e-mail databases of clients to
outside brands - and has already begun to provide this service to
Carat Message, which will initially have a staff of five, is being
headed by Carat Interactive's planning director James Harris.
Existing Carat Interactive clients said to have signed up for Messages'
service include NTL, Renault and BAA. Harris said the agency intends to
go outside its client roster over the next few months to pitch Carat
Message as a stand-alone service, and also expects mobile marketing to
become a significant part of the business.
According to the managing partner of Carat Interactive, Robert Horler,
Carat Message will have the capability in-house to produce e-mail
marketing campaigns, but he added that they will also outsource creative
solutions to external new-media agencies.
He said: "We've been involved in e-mail marketing in the past and could
never find anyone who covered every element of it.
"An e-CRM programme is considered the most cost efficient solution for
attracting and retaining customers."