T-Mobile hires CheetahMail for email marketing

The deal will see the mobile network operator use Experian’s global e-mail marketing and customer intelligence service to optimise its permissions-based email marketing messages.

CheetahMail will design and deploy targeted e-mail marketing campaigns for T-Mobile, as well as providing a range of professional services such as e-mail management and strategic consulting.

The scope and scale of the Experian CheetahMail services at T-Mobile’s disposal will enable the mobile operator to get the greatest return from its e-mail marketing activities through highly relevant and targeted messages. 

The deal with Experian CheetahMail sees T-Mobile moving to an outsourced e-mail marketing model, having previously run its e-mail marketing campaigns in-house.

Mark Silk, Senior Manager in the Loyalty Team at T-Mobile, commented: “The mobile arena is extremely competitive when it comes to retaining existing customers. Therefore, data insight and the right expertise in how to use it is crucial to ensuring that we get the best possible return from our e-mail marketing communications throughout the customer lifecycle.  The level of strategic counsel, data insight and control Experian CheetahMail provides us with means that we are in the best possible position to enhance the retention and profitability of our customer relationships.  In today’s climate this is an incredibly powerful proposition.” 

Roy Jugessur, Head of Sales, UK & Ireland for Experian CheetahMail, said: “As one of the largest mobile operators in the world, T-Mobile realises the importance of getting the most from e-mail marketing in an industry where customer churn is a key concern.  The deal with Experian CheetahMail will take advantage of our experience, insight and technology to help T-Mobile obtain the best possible return on its e-mail marketing investment.”