Mapmaker Rand McNally & Company named Silverpop, Atlanta, to handle e-mail marketing for the brand.
The e-mail marketing firm was chosen from a field of many for its deliverability experience and product features. Rand McNally becomes the latest client of Silverpop, which also serves The Weather Channel's weather.com, The Bombay Company Inc. and Rupert Murdoch-controlled European broadcaster BSkyB.
Silverpop will create and execute e-mail campaigns to promote Rand McNally's mapping, routing and trip-planning products for the consumer, business, education and commercial transportation markets.
Silverpop will initiate a Rand McNally monthly newsletter on mapmaking, travel, road trips and product offers. For business-to-business clients, the mapmaker will deploy e-mails to inform users about new editions of products they use, like Street Guides and the Rand McNally Traffic and CustomView Wall Maps. Rand McNally will rely on Silverpop's reporting to tweak its promotions.
Rand McNally has produced national and local maps of the United States and Canada since 1856. The Rand McNally Road Atlas and The Thomas Guide are among its key print products. Trip planning is available at www.randmcnally.com.