Bauer Media looks to e-mail program for CRM

Bauer Media has signed Silverpop to implement a new, e-mail-based CRM program.

Silverpop has agreed to help Bauer send automatic, personalized e-mails to its 3 million e-mail subscribers, as the company pushes for greater loyalty and retention among consumers. UK-based Bauer Media focuses on magazine and radio properties and holds 80 media brands, ranging from lad mag FHM to Mother and Baby to Garden News. In all, Bauer Media boasts a reach of 19 million consumers each week.

“E-commerce is a key focus for us, and Silverpop's appointment will enable us to deliver the holy grail of one-to-one automated marketing across our many media brands," said Alex Pickering, head of data services for Bauer, in a statement.

Bauer looked at four different e-mail service providers before deciding on Silverpop. The two companies will work together to create dynamic e-mail newsletters that integrate the subscriber preferences and behavioral information stored in Bauer's database. Once each round of newsletters goes out, Bauer and Silverpop will collect the response data in order to refine future campaigns.

Bauer Publishing Group created Bauer Media in January 2008 by acquiring Emap plc's consumer and specialist magazines, radio, TV, online and digital businesses.