The Labour Party has appointed credit reference agency Experian to create a direct marketing campaign that will rely in part on e-mail.

The effort will reportedly see Experian create, build and manage a database of UK voters for use in permission-based e-mail and marketing campaigns.

That will allow Labour to tailor e-mail messages to users’ post code area or constituency as many parties already do. The system will also segment along political issue lines.

Experian said the new suite would be called Contact Creator, would be used both nationally and locally and would allow party workers to refine campaigns in response to data reports.

Alicia Kennedy, Labor’s deputy general secretary, said in a statement:

“The new system will enable the party to talk to local people by the most modern forms of communications as well as the traditional methods that we have used for many years.”