has started working with Sailthru to improve the level of personalisation in its emails. The online deal provider is looking to utilise Sailthru expertise to optimise all future newsletters sent to the company subscriber base.

New York-based, Sailthru, specialises in digital communications solutions and will be helping target individuals based on various data sets. The email targeting firm has experience of similar initiatives after working with The Huffington Post, New York Observer and Codeacademy.

Relevant communication

Neil Capel, Sailthru’s CEO, reflected on his client base. “It is our company’s mission to work with top brands like to ensure that their customers receive the most relevant communications or deals, how and when they prefer them, across every digital medium.”

The idea is that consumers will receive more relevant content and deals because of the tie-up. Sailthru is able to improve personalisation by analysing data on engagement, geolocation, devices, browsed pages, products of interest and purchases.

Gerard Doyle, CEO of described the new partnership. “Using their [Sailthru] technology we aim to personalise each and every email we send,” he said.”By getting the personalisation right we can enhance the customer experience and make a difference to our bottom line.”