Communicator, Trinity Mirror's email marketing agency, expands to offer multichannel services with new department
Trinity Mirror’s email marketing agency, Communicator, has launched a new marketing services department to assist its expansion into a more multichannel service incorporating mobile, social and web.
Marketing head: Michael Barber
According to Michael Barber, Communicator’s head of marketing services, the 10-year-old agency – which works with clients such as the Co-operative, Matalan and pub chain group Mitchells and Butlers - will focus on digital marketing strategy, data insight and project management through a range of new appointments.
“We are hiring someone to focus more on the digital strategy,” Barber told The Drum. “We’re working with our clients to understand what email can contribute to their digital strategy and how we can help them deliver an email strategy for things like revenue growth, retention and loyalty.
“We have a role focused on data. For example, we send millions of emails a day for a lot of brands, but the marketing managers and heads of e-commerce delivering those email campaigns don’t always have the time to sit down and go through the notes, so we want to enhance our offering by providing them with the resource to understand what campaigns are really delivering value for their organisation.
“The final thing is project management. We’ll have an in-house design team designing emails for brands like Chanel and Adidas, and we also deliver managed campaigns, so we’ll have a team of marketing professionals who will the deliver the email marketing campaigns for Mitchells and Butlers – which owns brands like O’Neills and Toby Carvery – as well as the Co-operative Group.”
The news follows an expansion at Communicator last year which saw the business move to larger offices in Newcastle. Barber added that the recent changes reflected the current market and the evolving role of email in marketing strategies.
“We are traditionally an email service provider moving in line with the market to focus more on multichannel, so not just email but mobile, social and web,” Barber said. “Email is still the second most successful digital channel in terms of return on investment and for some organisations it’s the most. The people who work in the industry recognise it continues to deliver a great return and evolve and change.
“Recent developments by Google in terms of the way they’re focusing a lot more development effort on Gmail applications in terms of its usability demonstrates that email is not dead, it’s still an evolving channel,” he added.
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