Powered by Thomson Directories, Experian's new email marketing service enables clients to deliver business-to-business direct marketing campaigns by email with all contacts directly linked to Experian's National Business Database.
Clients can now mount fully integrated multichannel direct marketing campaigns across email, direct mail and telephone through a single data source.
Experian cross-validates all records, adding additional data where possible to offer a greater depth of information for each entry. A unique combination of 150 selection criteria can also be used to deliver the same sophisticated targeting techniques to select businesses as currently possible with mail.
As part of the service, Experian provides tracking reports to monitor response and conversion rates while also showing more detailed recipient responses such as number of links clicked, number of opened emails, click-through volume, sales made and also includes postal and telephone data relating to the campaign.
Richard Lloyd, director of B2B marketing at Experian, said: "The B2B marketing industry has until now lacked a comprehensive and integrated email marketing lead generation service. B2B marketers have relied heavily on postal and telephone direct marketing without being able to realise the full benefits of carefully targeted email campaigns.
"By combining Thomson's email database with our National Business Database, we can offer our clients the most sophisticated service in the UK, enabling them to execute email as well as multichannel marketing campaigns with the same degree of segmentation and profiling as traditional B2B direct marketing channels."
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