Tourist organisation to use Maxemail for personalised email marketing

LONDON, 9th September 2011 – British tourist authority, VisitBritain, has selected Emailcenter as its new email marketing partner. VisitBritain has deployed Emailcenter’s Maxemail email marketing platform in more than 30 of its worldwide offices, enabling the organisation to deliver highly relevant, targeted and personalised email communication to its subscribers around the globe.

Maxemail allows VisitBritain to target and personalise its email communications using data held in their SageCRM system. The CRM is then automatically updated with sent, bounce, open and click information against each subscriber’s record. Each regional branch has its own login area in Maxemail, keeping their respective data and analysis separate. This makes it easier to create local campaigns and to measure their success in individual regions.

The solution also enables VisitBritain subscribers to update and select their email and newsletter preferences through forms on its website, enabling the organisation to deliver tailored emails such as a ‘welcome programme’, which has been introduced to engage with new subscribers interested in visiting the UK.

“We are already seeing significant improvements in our email marketing through our use of Maxemail,” said Justin Reid of VisitBritain. “The platform has helped us to increase the efficiency and relevance of our email marketing campaigns, which in turn allows us to develop stronger relationships with our subscribers and achieve much higher response rates.”

“Our experience in working with the tourism industry means that we understand its competitive nature and the importance of reaching subscribers and customers at the right time,” said Nigel Williams of Emailcenter. “We are pleased that Maxemail is already helping VisitBritain to improve its email marketing communications and allowing the organisation to reach and engage with its subscribers more effectively.”

About Emailcenter
Founded in 1999, Emailcenter is an email service provider (ESP) that offers the technology and expertise to manage the delivery, targeting and analytics of its customers’ email marketing campaigns. Its technology platform, Maxemail, was developed entirely in house and first launched in 2001. It is now known as one of the premier email marketing solutions available and is used by more than 500 organisations worldwide.

About VisitBritain
VisitBritain is Britain’s national tourism agency, responsible for marketing Britain worldwide and developing Britain’s visitor economy. Its mission is to build the value of tourism to Britain.

A non-departmental public body, funded by the Department for Culture, Media and Sport (, the organisation works in partnership with thousands of organisations in the UK and overseas – the Government, the industry and other tourism bodies – to ensure that Britain is marketed in an inspirational and effective way around the world.


For any further information, please contact:
Craig Loynes
Marketing Manager
Emailcenter UK
Tel: 01327 811884

Published on: 10:48AM on 9th September 2011