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19/01/2010

By Scott Thompson

BVG-Airflo is investing in behavioural email as it looks to optimise its marketing activity.

The online retailer of clothing, footwear, household and fishing tackle products has appointed RedEye to help improve conversion and increase ROI. The company will use web analytics to analyse the online user behaviour of customers and then incorporate this information into marketing campaigns, creating personalised and relevant emails to BVG subscribers.

Iain Burgess, CEO at BVG comments: "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 them and seeing the results from our first behavioural email campaign."

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