Macmillan appoints Silverpop as e-mail agency

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International publishing group Macmillan Publishers Limited has named e-mail service provider Silverpop as its e-mail marketing firm. The company has 10 million registered users in its Palgrave Macmillan and Nature Publishing Group businesses.

Macmillan, which publishes academic and educational journals and fiction and non-fiction books, also provides third-party publishing services. It owns 350 companies in more than 80 countries.

Corey Williams, VP of sales for Silverpop, said Macmillan will be a self-service customer for the most part.

“We're going to work to improve frequency and general relevance of content,” he said.

Macmillan issued an RFP in the third quarter of last year. Silverpop was appointed after Macmillan reviewed 12 e-mail vendors including the incumbent, Epsilon-owned agency DoubleClick.

“The biggest thing is the initial work to connect [Macmillan's] multiple users, organizations and constituencies in many ways,” Williams said. “A big part of the selection process was making sure their data integration could be replicated, which we were able to prove. The goal is to, over time, improve the way Macmillan manages preferences, amount and number of communications a person will receive.”

Initial work will be with Macmillan's Nature Publishing Group, Williams said, noting there would be a staggered deployment of their services. Silverpop also will perform on-site training at Macmillan offices, including New York and London.

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