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BVG picks Redeye for behavioural email targeting

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BVG-Airflo, a retailer of clothing, footwear, household and fishing tackle products, is to use RedEye‘s managed behavioural email service to optimise its email marketing.

RedEye’s service allows retailers to target their email campaigns based on the behaviour of users online. The company will use web analytics to analyse the online user behaviour of BVG customers and then incorporate this information into email marketing campaigns to create personalised and relevant emails for BVG subscribers.

“It is becoming more and more obvious all email marketing needs to be segmented and targeted in order to improve ROI and conversion,” says Iain Burgess, chief executive at BVG. “The level of analysis, data and expertise RedEye is able to offer through its services and tools should ensure we get the best possible return for our investment. We are looking forward to working with RedEye and seeing the results from our first behavioural email campaign.”

“Creating this high level of relevancy helps clients improve deliverability and achieve white list status as well as improve the all important conversion,” explains Garry Lee, director of analytics at RedEye. “As consumers are becoming choosier about what emails they interact with it is really important for any online company to protect its reputation and improve its customer strategy by only sending relevant emails.”

“Our tools have been specifically designed to help clients capture all the detailed data they need to understand the behaviour of their customers and online users,” he added. “BVG will be able to send a relevant email to every individual email subscriber.”

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