Marketing technology specialist provides event-driven capability on 'pay-as-you-go' basis

CRM-based digital marketing tool, Clang (, has been launched in the UK to provide organisations with a new, customer-centric approach to email marketing. Developed by marketing technology specialist E-Village (, Clang is available as a 'no strings attached', pay-as-you-go offering, in addition to the traditional contract-based model.

Clang has been developed around the principle that Customer Relationship Management (CRM) lies at the heart of email marketing. It enables organisations to communicate with their customers on a one-to-one basis in order to develop a personalised relationship. A key focus is event-driven marketing, which sees Clang acquire and use permission-based, lifecycle information to automatically generate messages with timely, relevant and personalised material. For example, consumers might receive a 'Happy Birthday' message with the offer of a gift based on their previously-stated preferences, or a reminder that a product warranty is nearing its expiry date.

Having tested the UK market with Clang in 2009, E-Village will open a London office in 2010 in order to recruit UK marketing agency partners, who have the option to resell Clang on a white-label basis. The move comes as Econsultancy's Email Marketing Industry Census 2010 shows that email continues to be a vital marketing tool, now accounting for 17 percent of digital marketing budget (up from 14 percent in 2009). In addition, the showed that 37 percent are using email to encourage the sharing of content on social networks.

“Email is a very powerful tool for any marketer,” explains Rogier van der Veen, UK business development manager for Clang. “But broadcasting the same message to every recipient results in many of them unsubscribing – and potential brand damage - because material is not relevant to their needs. Today's consumer also expects all their online dealings to involve two-way conversations. Clang has been developed so that organisations can listen to their customers and learn about the person behind the email address in order to communicate with them in a way that encourages loyalty by making them feel valued, important and individual.”


About E-Village and Clang:
E-Village ( was founded in 1999 in The Netherlands to provide digital marketing technology, with a key focus on email marketing. Today it continues to focus on developing sophisticated technology that enables organisations to build and maintain strong relationships with their customers. Its believes that Customer Relationship Management (CRM), lies at the heart of email marketing, and has built its flagship tool, Clang, around this principle.

Clang ( offers a campaign management tool, an email preview tool, image management and an SMS tool. All of these support and enhance the core email marketing function, but Clang customers buy only the components that are right for them.

Current Clang customers (direct and via partners) include: B2B travel company, BCD Travel; BP; GM Worldwide; KLM (B2B programme); Kuoni; Shell; t for telecom and The Phone House.

For more information, please contact:
Kate Alexander
t: +44 (0)20 8543 8481
m: +44 (0)7788 584413

Published on: 2:56PM on 19th April 2010