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Permission-based e-mail marketing tools enable businesses such as Compaq to develop personalised customer relationships


Cable & Wireless, the global telecommunications group, today (31 October 2001) announced the launch of eMessaging Solutions, a robust permission e-mail service that provides a comprehensive set of personalised e-mail marketing technologies. The solution incorporates an enhanced response tracking feature that allows customers to track the effectiveness of their marketing campaigns. Compaq is among the customers already using the solution.

eMessaging allows a company to send a message simultaneously to multiple recipients using e-mail. It gives marketers a sophisticated suite of tools that are designed to improve significantly the value of customer relationships. It helps companies increase traffic to their websites, deliver mission-critical information, manage customer communications programs and run well-targeted permission marketing campaigns. The solution includes features such as response management, high-volume e-mail delivery and 24/7 customer service support and monitoring.

Compaq uses the tool to send newsletters and offers to their customer base:
"As a marketer, I especially appreciate the quality of information Cable & Wireless eMessaging Solutions provide with e-mail bounce, reply and delivery reports, and the user-friendly analytical tools that are now at my fingertips," said Carol Anderson, eMarketing Manager, eCommerce & CRM Group, Compaq.

Key features of eMessaging Solutions include:
- Enhanced response-tracking feature: Marketers must understand and respond to customers' needs. eMessaging Solutions enables companies to track marketing campaign effectiveness and maximize the relevance of their messages. For example, they provide access to reports showing who opened their message and when and who 'clicked-through' to the web-site.

- Fully scaleable e-mail service: Cable & Wireless has one of the largest tier one internet protocol (IP) backbones in the world, allowing businesses who use the service to avoid costs normally associated with e-mail expansion. E-mails can be delivered quickly to thousands and millions of addresses without tying up mail servers, networks and inbound capacity back to the Web site.

- Cable & Wireless' managed service: With a fully managed service, customers are free to focus on their core business while Cable & Wireless manages their equipment, access and customer service.

- Best practice e-mail marketing: eMessaging Solutions are permission-based and include features that automatically remove addressees that do not wish to receive e-mail.

eMessaging is an excellent way to realise the benefits of multi-channel contact centres. Typical applications include - newsletters, promotions, targeted customer acquisition, special offers, account statements and new product launches. E-mails can also be more than just text-based information - they can come in the form of a web page or accompanied by attachments making them as creative as Direct Mail campaigns.

"Despite the dot-com shakeout, companies are doing business online now more than ever," said Trevor Richer, director e-CRM and messaging, Cable & Wireless. "There will be further pressure on the role of e-mail in customer relationship management as lines between marketing, sales and customer service continue to blur. We created eMessaging Solutions in response to our customers' e-commerce needs. eMessaging Solutions is an integral support tool that will drive traffic to business' websites and help them gain competitive advantage."

Cable & Wireless eMessaging Solutions is now available in the UK and the US markets.

E-mail is one of the primary methods of communication between both business-to-consumer and business-to-business companies and their customers. Most find that it is not only cost-effective, but more reliable to outsource their marketing needs. eMessaging Solutions helps these companies harness the power of e-mail, which is expected to grow from 1.4 trillion messages sent in 1999 to 6.9 trillion sent worldwide in 2005, according to Merrill Lynch. Additionally, online direct marketing expenditures have grown significantly from expenditure of $603 million in 1998 and are forecast to be $5.3 billion in 2002, according to the Direct Marketing Association.

About Cable & Wireless:
Cable & Wireless is a major global telecommunications business with revenue of over #8 billion (US$11 billion) in the year to 31 March 2001 and customers in 70 countries. Cable & Wireless' focus for future growth is on IP (Internet Protocol) and data services and solutions for business customers. It is developing advanced IP networks and value-added services in the US, Europe and the Asia-Pacific region in support of this strategy. With the capability of its global IP infrastructure and its strength in key markets, Cable & Wireless holds a unique position in terms of global coverage and services to business customers. For more information about Cable & Wireless, go to www.cw.com.


For further information, please contact:

David Thain,
Cable & Wireless,
Tel: 0207 315 2977,
David.thain@cw.com

Henny Valder,
Brodeur Worldwide,
Tel: 01753 790700,
Hvalder@uk.brodeur.com



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