• by Gavin O'Malley  @mp_gavin, December 9, 2008

Bauer Media has appointed email services provider Silverpop to implement an email customer relationship management program.

The service is "a key piece in the CRM jigsaw," according to Alex Pickering, Bauer's head of data services. Silverpop will automate personalized communications to Bauer's three million email subscribers registered across 80 media brands.

Bauer Media is a division of the Bauer Publishing Group, a privately owned European publishing group that oversees some 230 magazines in 15 countries as well as online, TV and radio stations.

Atlanta-based Silverpop will allow Bauer to create email newsletters with dynamic content based on subscriber preferences and behavioral data, which is segmented and stored in Bauer's data warehouse. Information gathered from each campaign is designed to migrate back to the data warehouse to further refine the personalization of each successive email.

Silverpop was appointed after Bauer reviewed four email service providers, Pickering said.

"E-commerce is a key focus for us, and Silverpop's appointment will enable us to deliver the holy grail of one-to-one automated marketing across our many media brands," he added.

From its offices in the U.K. and throughout the U.S., Silverpop provides email marketing and lead management technologies to other clients, including KPN, British Sky Broadcasting, Telegraaf Media Groep, Barclays Global Investors and Shop Direct Group.