Outrider To Audit Email Ad Campaigns

Outrider is to become the first digital marketing agency to independently audit its email advertising campaigns in an attempt to offer clients an increasing level of transparency.

The audits will be carried out by ABC Electronic and will allow Outrider to verify and measure email campaigns on behalf of its clients. The company will be able to track the number of emails sent out during any given campaign as well as the number that bounced back. It will be able to see when a particular email was sent and will have access to recipient demographic data.

Director of international at Outrider, Tom Peacock, said: “Email marketing is emerging as a popular and effective direct marketing channel that offers higher response rates, quicker turnaround times and more cost-effective implementation than the traditional letter-though-door approach. We believe it is important for agencies to be accountable to their clients and to ensure the long-term health of the web as a marketing channel.”

Richard Foan, managing director of ABC Electronic, added: “The internet has been hailed as the most accountable medium and it’s right that an agency like Outrider is prepared to prove it. ABC Electronic is pleased to support the industry by providing the transparency that it demands.”

In March Outrider merged with digital media shop, The Digital Edge, following the acquisition of the Tempus Group by WPP at the end of last year (see Outrider To Merge With Digital Edge).

Outrider: 020 7803 2390 www.outrider.com

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