Boots, the UK’s leading health and beauty retailer, has appointed e-Dialog as its e-mail service provider to maximize the effectiveness of its online customer communications.

e-Dialog will provide Boots with the technology and expertise needed to increase the relevance of its e-mail campaigns and boost the performance of the e-mail channel. With the appointment of e-Dialog, Boots aims to drive business to while supporting other initiatives, such as its popular Advantage Card loyalty programme and Parenting and Health Clubs.

Boots initially employed e-Dialog on a two-month pilot basis to optimize its e-newsletter programme. e-Dialog used advanced targeting tactics, such as segmentation, dynamic content publishing, data management and analysis, to achieve an increased level of open and click-through rates in controlled testing.

“After a successful pilot programme, we are delighted to work with e-Dialog on Boots’ e-mail communications,” commented Brian Linnington, managing director of “With e-Dialog’s advanced reporting and measurement tools, we are fully tracking campaign performance and have a better understanding of our customers. Furthermore, we now have the flexibility and production efficiency we need to focus more marketing and technical resources on other opportunities.”

“We are confident that e-Dialog can further improve Boots’ email campaigns, ultimately providing a first-class shopping and brand experience to customers,” he added.

“We are so proud of the fact that the leading health and beauty retailer in the UK selected e-Dialog for its essential customer communications,“ said Simone Barratt, managing director of e-Dialog UK. “We are eager to build on the momentum we’ve already achieved with Boots’ e-mail programme to date and continue raising the bar for performance.”

About e-Dialog
Established in 1997, e-Dialog is a proven provider of precision e-marketing solutions with deep-rooted strengths in e-mail and database marketing. Through a unique combination of marketing intelligence and precise relevance technology, e-Dialog enables some of the world’s most recognized brands, such as Tesco, British Airways, Royal Bank of Scotland, American Eagle Outfitters, Avis, BMG Music Service, the NFL, Reuters and The TJX Companies to maximize long-term customer value with contextually targeted communications. The company’s service offerings empower large, multifaceted companies like these to enhance permission-based e-mail marketing efforts through fully integrated, cross-channel communications, including dynamically printed direct mail, RSS and mobile messaging.

JupiterResearch ranked e-Dialog the leading e-mail marketing provider among service-oriented ESPs in 2005 based on its value and market suitability, highlighting its account servicing, strategic and creative input, and campaign management and analytics applications. e-Dialog is a privately-held company with offices in Boston, London, New York and Seattle. Investors include Flagship Ventures and Commonwealth Capital.

For more information, visit or contact Peter Duffy at +44 (0) 20 7659 2716 or Arthur Sweetser at +1 (781) 372-3353.

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e-Dialog media contact:
Jean Borgman
(508) 451-5944

Published on: 12:00AM on 11th August 2006