Experian CheetahMail triples click through rates for HMV

Experian CheetahMail triples click through rates for HMV by integrating video into email marketing campaigns

Experian CheetahMail enhances customer experience through streaming video in HMV email marketing campaigns

London, 8th September 2010 — Experian CheetahMail, Europe’s leading email marketing provider, today announced that it has integrated streaming video into global retailer, HMV’s email campaigns, tripling click through rates.

The new email campaign is aimed at engaging consumers interested in high-end tech products and incorporates a video advertising the new remote control helicopter called the Parrot quadricopter AR.Drone*.The use of video in email marketing campaigns is a first for HMV, replacing animated gif files with streaming audiovisual content that better captures the consumer’s attention.

Experian CheetahMail will continue to optimise and deliver HMV’s new media rich campaigns, to improve return on investment from specific product-promotions and encourage sign-up to e-newsletters. The team will also ensure video messages integrate automatically in the user’s browser or email platform in the optimum format. This rich media format will keep customers informed of the latest products, sales and special offers, bringing HMV’s services to life via streaming content.

Steve Lomax, Managing Director, Experian CheetahMail EMEA comments: “Adding video content makes email more visually appealing and is proving a great way to better engage with a brand’s audience. Using our experience and insight, we are working on a series of campaigns for HMV that will enhance the customer’s experience by making it more interactive, which will in turn help grow return on investment from email marketing activities.”

Kevin Hurst, e-CRM Manager at HMV comments: “This campaign has been one of the most successful email marketing projects we have had at HMV, significantly increasing click through rates and driving sales. Developing products that allow enhanced interaction has become an integral part of our business, as a growing number of our customers seek more engaging and interactive online experiences. Experian CheetahMail’s integration of video into email campaigns will help us more effectively communicate our latest products and offers direct to consumers in a more interactive way.”

Marielle Legair
PR Manager at Experian Marketing Services
+44 (0) 207 819 5638

Notes to Editors:
* The ‘AR.Drone’ is a remote control helicopter with four-propellers for added stability and manoeuvrability that can be piloted remotely using an iPod touch, iPhone or an iPad.

About Experian CheetahMail
Experian CheetahMail is the trusted service provider of email marketing and customer intelligence technologies for top enterprises worldwide. With the industry’s largest client services teams, feature-rich email technology and a broad range of data management options, Experian CheetahMail enables clients to build data-driven, relevant relationships with their customers.
Servicing the world’s most recognisable brands, Experian CheetahMail’s globally diverse client base includes 1800Flowers, Barclays, Boden, Discovery Communications, ITV, KLM, Neiman Marcus and Wyndham Hotels. Experian CheetahMail, a business unit of Experian (LSE:EXPN), was founded in 1998 and is headquartered in New York City, with offices in Los Angeles, San Francisco, London, Dublin, Düsseldorf, Amsterdam, Paris, Barcelona, Madrid, Sydney, Auckland, Singapore, Hong Kong, Beijing and Melbourne. For more information, please visit http://www.cheetahmail.co.uk or email info@cheetahmail.com.

About Experian
Experian is the leading global information services company, providing data and analytical tools to clients in more than 90 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2010 was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.

For more information, visit http://www.experianplc.com.

Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners.