LONDON - Virgin Games has appointed email marketing firm Silverpop to develop an email CRM programme for customers of its online gaming site, www.virgingames.com.
Silverpop will work with Virgin Games' CRM team to tailor email content to customer preferences gathered from profiles and activity on its poker, casino, bingo and bets games.
The programme will include time-triggered emails, along with updates on Virgin Games' loyalty points scheme - V Points - designed to build online relationships and increase customer retention.
Silverpop was appointed following a six-way pitch, adding to its recent account wins including Metro International, STA and UCAS.
Ross Sleight, strategy director at Virgin Games, said: "With cost per acquisition relatively high in the online gaming market, we need to make sure new visitors turn into long-term members.
"Silverpop's appointment will enable us to do this through sophisticated profile and activity- triggered interaction with customers via email."
Silverpop provides online relationship marketing support to companies including Fossil, Littlewoods, Shop Direct, British Sky Broadcasting and Weather.com.
Greg Tingle comment...
I deal with a number of companies in the online gaming, online casino and casino industry, and I can honestly state that if all the online casino type companies were are profession, organised, friendly and honest as the folks at Virgin Games, the industry would be a much better place. Virgin Games staff and management are accountable and transparent. I've also been impressed by PKR and JackPotCity. InterCasino and North Sydney's NextGen Gaming have also revamped and look to have their act together. I also hear a clean bill of health on Rewards Affiliates. Virgin Games is the pick of the bunch. I will be discussing these things at CAP Down Under.
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