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Launched in November 2008, Experian was engaged by Communities and Local Government to develop andexecute an email data and campaign strategy that would enable a targeted approach to acquisition through the email channel. As an integral part of the ‘Connect to your Council marketing and communications campaign for Greater Manchester the email campaign not only successfully demonstrated the potential in the channel to influence citizen behaviour on channel use but also provided the concrete data necessary to build a business case to support investment in advanced online services.
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