Online behavioural marketing and analysis specialist RedEye, is launching a unique rapid response communications capability which will enable organisations to contact consumers within hours of an ‘emergency’. The service, called the RedEye Emergency Communications Programme, is being targeted primarily at the charity and travel sectors, to enable them to provide information and facilitate donations as soon as news breaks about any disasters.

With the Emergency Communications Programme, RedEye creates and holds pre-built templates (along with a photo library of appropriate images) for email campaigns which are suitable for a range of potential emergency situations. To complement these, RedEye also hosts micro-sites which can be quickly updated with details relating to a specific issue and made live within a few hours. Crucially, a member of the RedEye Emergency Communications Programme team will be available in the UK 24 hours a day, seven days a week, 365 days a year to ensure that clients can launch an emergency communications programme at any time.

Matthew Kelleher, Commercial Director at RedEye comments, “The first few hours after an emergency is announced are vital for any charity wanting to channel and maximise public awareness in order to make the most of fundraising opportunities. Typically, even though digital campaigns can be prepared much more quickly than traditional DM or advertising campaigns, precious hours are lost when creating a campaign from scratch. Our Emergency Communications Programme makes it possible to talk directly to supporters at the time when they are most likely to be wondering about how they can donate or provide support, when the emotional response is at its highest – as soon as emergencies hit the news.”

RedEye’s extensive data capabilities means that the company can either hold and update an organisation’s supporter/customer database regularly, or access it remotely, so that it can pull off a targeted mailing list as required to receive emergency communications. The significant size of RedEye’s email platform means that it is able to broadcast several million emails at once which ensures that the message is sent efficiently and effectively and is relevant and timely for its target audience.

International relief and development charity World Vision has signed up to the new Emergency Communications Programme, in order to deliver swift and effective communications and information during emergency situations. Already utilising RedEye’s broadcast system across a number of email campaigns, World Vision will manage the programme in-house.

The Emergency Communications Programme also includes a capability to create SMS campaigns too. These make it possible for organisations to reach supporters/customers anywhere without relying on internet access.

In addition to the charity sector, the Emergency Communications Programme has resonance within the travel sector which often has a requirement to contact travelers with information about changes in travel plans prior to departure e.g. re increases in taxes, changes in security procedures or strike action that may impact on flight times. It could also help companies, such as automotive manufacturers, with product recall issues.

Contact: Matthew Kelleher, Head of Email Marketing & Commercial Director. RedEye
t: 07768 337981 e:

Media Contact: Ali Rider at Loudmouth PR
t: 0207 981 9858 e:

Published on: 12:00AM on 26th April 2007