Experian’s e-mail service provider CheetahMail has introduced a new group that is dedicated to e-mail strategy called the Strategic Services group.
The new group was born out of CheetahMail’s desire to offer clients a strategy service to developing e-mail programs. It’s aim is to help with data modeling and includes Experian data assets and CheetahMail learning data.
“We’ve always taken the approach of providing clients strategy through the account teams, but we never really had a formal strategy group. This is a formalization of these services,” said Rachel Bergman, SVP of client services at CheetahMail.
The group especially hopes to help e-mail marketing clients in this recession.
“Resources are so constrained on the client side right now, one of the things we really wanted to make sure was to be real partners to our clients and help them through with strategy and get the most bang for their buck,” added Bergman.
To run the new group, CheetahMail has hired Yun-Hui Chong as VP of Strategic Services. Chong most recently served as VP of e-commerce for Spiegel Brands, and worked with CheetahMail as a customer. She also worked with CheetahMail while at Victoria’s Secret, so Chong has a history working as an e-mail marketer.
“The new group speaks to the evolution of e-mail, “ said Chong. “We used to look at e-mail marketing as more of a tactic than as a strategy, but it has become a much more important part of the entire marketing mix. With the new group have framework to help the clients prioritize their programs and execute them in a sustainable way.”