Mobile phone giant Everything Everywhere – which recently rebranded its 4G service as EE – is boosting its email marketing database by implementing a new appending service.
The company, which now operates under four brands, Orange and T-Mobile, Everything Everywhere and EE, has appointed Callcredit Information Group to handle the task.
The data company will also manage customer opt-outs and bounce-backs, ensuring that all its email addresses are accurate and fully consented.
The append service is supported by Callcredit’s Define database, claimed to be the largest and most accurate database of its kind, which contains records on 43 million UK consumers and 24 million email addresses.
The move will provide a significant boost to all of Everything Everywhere’s marketing activity. Publicis Dialog was appointed to handle the company’s combined direct marketing account earlier this year; Communisis handles communications management.
Everything Everywhere senior decisioning manager Jo Lung said: “We are always on the look-out for new ways of reaching out to our customers, and for many people email is their preferred channel. We were very impressed with the breadth and depth of Callcredit’s data and the consistently high match rates that they achieve, ensuring we receive real value for money from our marketing investment.”
Callcredit Information Group managing director of data solutions Chris McDonald said: “Channel appending is an effective way of enhancing a marketing database, opening up new ways for businesses to communicate with their customers through their preferred channel whether that is email, SMS, phone or direct mail which in turn can promote customer loyalty and retention. This is particularly vital in a sector as competitive as mobile telecoms, where customer turnover is relatively high.”
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