Leading multi-channel retailer BVG has appointed RedEye, the leader in behavioural email, to help improve online conversion and increase ROI across their online stores.

BVG-Airflo is an online retailer of clothing, footwear, household and fishing tackle products.

BVG will be using RedEye’s managed behavioural email service to optimise its email marketing. The company will also be utilising RedEye’s reporting interface IRIS and it’s managed analytics service, as well as email ASP REACT.

RedEye’s unique behavioural email service will involve managing and deploying highly targeted email campaigns based on the behaviour of users across BVG websites. RedEye will use web analytics to analyse the online user behaviour of BVG customers and then incorporate this information into the company’s email marketing campaign creating personalised and relevant email to every BVG subscriber.

Garry Lee, Director of Analytics at RedEye said, “Creating this high level of relevancy helps clients improve deliverability and achieve white list status as well as improve the all important conversion.

“As consumers are becoming choosier about what emails they interact with it is really important for any online company to protect its reputation and improve its customer strategy by only sending relevant emails.

“The customer segmentation tool we use for behavioural email is the only tool available that enables you to group online prospects and customers into segments based on hundreds of different variables. This means BVG will be able to send a relevant email to every individual email subscriber.”

BVG will be appointed a RedEye account manager to provide guidance and oversee the process of each behavioural email campaign. The company will also have access to RedEye’s unique client services team offering on hand support to help BVG reach their business goals and objectives.

BVG will be utilising RedEye reporting interface, IRIS (Individual Reporting, Intelligent Segmentation). This powerful reporting tool will allow BVG to obtain instant access to data and provide a unique unlimited segmentation module for detailed analysis. IRIS is one of RedEye’s industry leading fully managed services. Using IRIS, BVG will be able to take advantage of RedEye’s advanced software along with a high level of service and consultancy in order to achieve true actionable analytics.

Using RedEye’s new email ASP tool, REACT (RedEye’s Email And Communication Tool) BVG will be able to quickly deploy highly personalised email messages to thousands of customers and monitor the effectiveness of all email campaigns.

Garry Lee said, “At RedEye we pride ourselves on using actionable analytics to understand users and then target them as individuals. Our tools have been specifically designed to help clients capture all the detailed data they need to understand the behaviour of their customers and online users.”

Iain Burgess, CEO at BVG said, “It is becoming more and more obvious all email marketing needs to be segmented and targeted in order to improve ROI and conversion. The level of analysis, data and expertise RedEye is able to offer through its services and tools should ensure we get the best possible return for our investment. We are looking forward to working with RedEye and seeing the results from our first behavioural email campaign.”


For further media information please contact Katie Traynier on 01908 340 990 or email katie.traynier@redeye.com

Editor’s Notes

About RedEye
RedEye helps clients improve conversion by offering an integrated service of web analytics, email marketing and website usability. Using a unique concept of online behavioural marketing and analysis RedEye helps clients understand their users and target them appropriately. RedEye was established in 1997. In 2005 the company bought e-relationship marketing Ltd ‘e-rm’ and began the drive towards integrating email and web analytics in order to increase the return on investment for customers. Capabilities grew and in 2006 a unique behavioural email marketing solution became available. During this time optimum.web Ltd also became part of RedEye, expanding RedEye’s services to website usability.

Published on: 10:56AM on 18th January 2010