Estée Lauder has appointed Experian CheetahMail, a global leading provider of email marketing solutions and customer intelligence technologies, as its email marketing provider of choice in the UK.

Experian CheetahMail will work with Estée Lauder to plan and deploy highly targeted permission-based email campaigns across its portfolio of major cosmetic and fragrance brands. These include: Clinique, Aveda, Jo Malone, MAC Cosmetics and Bobbi Brown.

Due to the complexity of the different customer profiles for each of its brands, Estée Lauder sought a strategic partner with the expertise and technology to achieve the highest returns and customer loyalty from its email marketing programmes. Following a competitive pitch, Estée Lauder selected Experian CheetahMail based on its wealth of retail experience, data insight, and proven technology platform.

Experian CheetahMail will develop, manage and deploy tailored email communications to individuals throughout the purchasing lifecycle. Its advanced data segmentation, RFM modeling and replenishment programmes will ensure Estée Lauder targets the right individuals for each email campaign. Experian CheetahMail will also develop remarketing strategies for customer retention to help Estée Lauder further maximise its revenues.

Louisa Abrahams, Group Online Marketing Manager at Estée Lauder, said: “Experian CheetahMail’s depth of consulting experience sets it apart from the competition. With so many brands under the Estée Lauder umbrella, it was important to have a partner that could develop and deploy email communications that reflect the individual character of each brand as well as understand each customer base.”

Roy Jugessur, Head of Sales, UK & Ireland for Experian CheetahMail, said: “As the worldwide cosmetic and fragrance market continues to grow year-on-year, it is important for Estée Lauder to communicate with its customer base with tailored information for each individual. Experian CheetahMail will ensure that Estée Lauder uses the email channel effectively with our blend of technology, data insight and consulting.”

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Published on: 12:00AM on 28th October 2008