|[April 26, 2012]
First Utility Selects StrongMail to Energise Email Communications to Customers
LONDON --(Business Wire)--
a leading provider of interactive marketing solutions for email
marketing and social
media, today announced that First Utility, an innovative UK energy
supplier, has selected StrongMail On-Demand to drive its lifecycle email
marketing campaigns. The solution will support the company's strategic
expansion plans to sign up 400,000 new customers.
First Utility, the UK's first energy supplier to introduce smart
metering, relies heavily on its email channel to distribute bills,
provide energy-saving tips to customers and offer insight into industry
trends. With each customer displaying different requirements, a platform
that could easily distribute relevant content based on specific stages
in the customer lifecycle was a must. First Utility simply lacked this
capability with its previous email service provider (ESP).
The company assessed a range of ESPs before selecting StrongMail, which
was chosen for the drag-and-drop
lifecycle marketing capability of its enterprise email marketing
solution, Message Studio. Using pre-built templates for common customer
lifecycle scenarios, including welcome, upgrade and winback programmes,
First Utility is able to easily design and execute the delivery of
hundreds of thousands of customer emails, an exercise that would not
have been possible with its previous solution.
With its new StrongMil solution in place, First Utility can access
customer data from multiple sources via simple integration with its new
centralised system, which incorporates payment databases, automated flow
management systems and customer billing data. Being able to access and
utilise this large spread of customer data from a single location
presents an enormous time saving to the organisation.
Bill Wilkins, CIO at First Utility, said: "As a relatively new entrant
to the UK energy market, First Utility is striving to increase
transparency and generate more competition in a market dominated by much
larger vendors. Clear and tailored customer communications are a vital
part of this strategy, and StrongMail is the ideal technology partner to
help deliver this at scale. As well as providing individual customer
communications, its email platform also provides a high degree of
flexibility and scalability and can be tightly integrated into our Smart
Energy Delivery Platform, which further supports the continued growth
and success of our business."
In support of the lifecycle marketing platform, First Utility makes use
of StrongMail's transactional email application programming interface
(API) capability, which enables tight integration with back-end business
processes. Using this, the company can easily trigger customised emails
based on individual customer preferences and behaviours. Wilkins adds:
"The simple ability to send template emails to an individual customer
based on their purchases or behaviour is a great way for us to maintain
close contact, without spending vast amounts of time on our databases.
We were unable to find similarly capable features with the other
platforms we reviewed."
A turnkey solution for marketing and transactional email, StrongMail
On-Demand enables First Utility to receive the cost and integration
benefits of owning an in-house email system without having to run
everything through their IT department.
Scott Ollivier, Vice President of Products at StrongMail, adds: "First
Utility is committed to lifecycle marketing initiatives, which will
ensure that its customers receive content that resonates with them at
the time that they expect it. Coupled with StrongMail's unrivalled
integration capabilities, this is a great example of true, one-to-one
marketing in practice that will drive brand affinity and ultimately lead
to increased revenues."
About StrongMail Systems, Inc.
Every day, StrongMail is empowering leading brands to engage and grow
their customer base through email marketing and social media. From the
world's largest enterprises to the hottest daily deal sites, StrongMail
is helping smart marketers boost the performance of their programmes
with cutting-edge lifecycle
email marketing capabilities and the ability to deliver millions of
highly personalised messages in minutes. Much more than a top-tier
email service provider (ESP), our products and services provide
end-to-end solutions for such notable brands as Travelocity, McAfee (News - Alert),
Viacom and T. Rowe Price. Learn more at www.strongmail.com,
or follow us online at www.twitter.com/StrongMail
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