Our purchase of EDR, one of the UK’s leading email marketing service companies, in 2005 was significant in the transformation of the group. With its previous media products, which ranged from owned databases to management of email lists for advertisers, moved into TMN Media, EDR, as an advertising agency, was free to focus on becoming the UK’s largest planner and buyer of email marketing. EDR’s client roster has increased significantly over the past 12 months, with responsibility for booking email campaigns across third party lists for the likes of Next, AIG Life, BUPA and Capital One.
EDR’s position as the UK’s leading planner and buyer of email is being further cemented by proprietary technology, which offers them a unique edge in the digital space. Pure Lead, a service to companies building databases, was launched at the end of the financial year. Essentially, rather than the client having to deal with 30 or 40 different suppliers and a similar number of databases which need to be combined into one, Pure Lead takes away the workload, bringing all data into a central source, ensuring there are no duplicates, testing each email address and clarifying for the client which suppliers offer the best value. Early signs are that the market is particularly receptive to this technology, and it is with some confidence that we look to a future when EDR will become the dominant agency across both the email marketing and lead generation sectors.
