eCircle scoops Mumsnet account

Mumsnet, the UK’s highly influential social network site – beloved of politicians and brands alike – is embracing direct marketing techniques to tailor its communications strategy.
The site has signed up to use eCircle’s proprietary email marketing software, eC-messenger, to build automated, dynamic and personalised email campaigns designed to respond to the changing interests of its audience.
By tracking online behaviour and engagement, eC-messenger will enable Mumsnet to individually tailor its newsletter campaigns to each community, such as bloggers or book club members, as well as improving the efficiency and frequency of email communication.
Mumsnet founder and chief executive Justine Roberts (pictured) said: “Mumsnet serves an enormous and diverse online community with myriad interests, so we needed an email solution that enabled us to better offer our community personalised and dynamic content. eCircle was able to provide us with that and, even better, with a solution that saves us significant production time.”
eCircle managing director Simon Bowker added: “Mumsnet is one of the most powerful and influential online brands in the country, which means that its email strategy has be spot on.
“[At eCircle] we are ideally placed to segment its audience behaviour and help it to deliver impactful and relevant email content that truly resonates with readers.”