Date published: 01.09.08 - not release date

Help the Aged chooses Email Reaction

Hazel Butters / Elissa Fry
Prompt Communications on behalf of Email Reaction
Tel: 020 8996 1653 / 07780 687813
Email: hbutters@prompt-communications.com / efry@prompt-communications.com

**Leading charity will use Email Reaction’s technology to drive its e-mail campaigns**

London, 18 May 2006 – Email Reaction, a leading UK provider of e-mail marketing services and technology, will provide its hosted e-mail management application to Help the Aged, a prominent charity fighting to free disadvantaged older people in the UK and overseas from poverty, isolation and neglect.

“Help the Aged e-mail campaigns are about getting our message and our advice out there,” said Andy Wright, e-mail marketing manager at Help the Aged. “There is a fundraising side to our work too, but we produce many information newsletters for people affected by the issues we campaign around. By sending donors an e-mail magazine, we can save the costs we incur in printing and posting a paper magazine.”

Help the Aged publishes various regular e-mail newsletters which are sent to tens of 1000's of recipients. The charity will use Email Reaction’s hosted application to create, distribute and track interactions with these newsletters. The software uses a web interface, so that it is available across the whole organisation without Help the Aged needing to install any software.

“We would like to broaden our use of e-mail throughout the organisation,” said Wright. “To get the most out of e-mail marketing, we want to democratise e-mail production and roll it out to individual departments. For this reason it is important that the system is easy to use for people with little previous technical production experience.”

Email Reaction enables users to edit emails through a user-friendly ‘What you see is what you get’ (WYSIWYG) web interface. Wright said: “One of the things that impressed us with Email Reaction is the ability to use a template, but lock down elements of it, including formatting, so that only certain parts could be edited. All this enables us to keep control of the overall look and feel and the brand, while still allowing others within the organisation to use the software to communicate with their donors and readers.”

Help the Aged staff will now receive training in using Email Reaction, prior to switching to using it in April.

Over the next year, Help the Aged plans to integrate its e-mail marketing with its customer relationship management (CRM) system, and also plans to use Email Reaction’s advanced features to personalise the content that people receive in their newsletters. “At the moment some of our newsletters have a large number of news items of broad interest,” said Wright. “The ideal would be to reduce the number, but select these dynamically, based on recipient behaviour and interest. In terms of the advanced personalisation and the ability to integrate with other applications, Email Reaction ticks all the boxes technically and has the flexibility to do whatever we want it to.”

“Charities such as Help the Aged face similar challenges to big businesses,” said Vicky Carne, MD, Email Reaction. “They have large databases and complex organisations and need to be able to manage their brand while delegating responsibility for content across the organisation. Email is a cost-effective and highly scalable way for charities to campaign, and we are pleased that our software will play a part in defending the interests of older people.”

Email Reaction offers discounted rates to qualified charities.

About Help the Aged

Help the Aged is the charity fighting to free disadvantaged older people in the UK and overseas from poverty, isolation and neglect. It campaigns to raise public awareness of the issues affecting older people and to bring about policy change. The charity delivers a range of services including information and advice, home support and help in difficult times that are supported by its fundraising activities and paid for services. Help the Aged also funds vital research into the health issues and experiences of older people to improve the quality of later life.

www.helptheaged.org.uk

About Email Reaction

Email Reaction is a specialist in enabling online customer communications. Its proprietary Email Reaction technology is available both as a hosted and installed version. It allows users to manage their entire campaign from planning and testing through to broadcast, tracking and measurement of results. Web Reaction, the company’s suite of web applications, makes it easy to put the web to work by creating trackable microsites with advanced data capture.

Email Reaction was established in 2000 and now delivers solutions to an extensive client list that includes Barclays Bank, Pearson, The Labour Party, MessageLabs and Adecco.

www.emailreaction.com

Software for review

Journalists can request a demonstration of Email Reaction for press coverage by calling Hazel Butters on 0208 996 1653 or emailing hbutters@prompt-communications.com