Mumsnet has announced the appointment of eCircle to handle its eCRM campaign.
The agency will use eCircle’s proprietary email marketing software, eC-messenger, to build automated and personalised email campaigns.
Justine Roberts, founder and CEO at Mumsnet, said: “Mumsnet serves an enormous and diverse online community with a myriad of interests so we needed an email solution that enabled us to better offer our community personalised and dynamic content. eCircle were able to provide us with that and, even better, with a solution that saves us significant production time.”
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.
Simon Bowker, managing director for eCircle, said: “Mumsnet is one of the most powerful and influential online brands in the country, which means that their email strategy has be spot on. I’m thrilled that they have chosen to work with eCircle as we are ideally placed to segment their audience behaviour and help them to deliver impactful and relevant email content that truly resonates with their readers.”