YNOT EUROPE – In 2011, London-based WhiteLabelDating.com earned a nod of recognition for revenue growth from several business publications. Now a company spokesperson has revealed how WLD set about setting records. Customer relationship management counts, he said, especially in the online dating game.

The key to success, he added, is being smart about the process. Customers don’t want to feel “managed.” They do, however, reward respect with loyalty.

Over the summer, the company increased the volume of email marketing for Casual.WhiteLabelDating.com. The brand’s head of CRM and merchandising indicated the increase mirrors a growing demand for adult dating services in the international market, particularly in the UK, the U.S., South Africa and Australia. In part, the program upped the volume of messages to answer a question: Could the communications team convert browsers into buyers using a non-intrusive, consistent, friendly email campaign?

The answer: Yes. WLD’s casual dating business set new records over the summer, the CRM chief said. One of the reasons for the campaign’s success was dividing the emails by territory and tailoring each to the local language — including slang — while employing culturally appropriate imagery.

The eCRM program catered even further to international markets by utilizing worldwide events as a means of making inbox presence count.

“Our biggest, most sustained email campaign to date saw more than 33 million emails sent to our members across the 17-day span of the Olympic games, increasing the number of members online by 30-35 percent with an impressive increase in revenue compared to the previous month,” the CRM chief said.

Despite tailoring messages for certain demographics, WLD’s core marketing for its casual dating brand extends across all markets. Regular campaigns promise members “the breast email you’ll ever get,” whilst bespoke X-rated Featured Members of the Week campaigns drive traffic to partner websites, regularly achieving click-through rates in excess of 75 percent, the CRM chief said.

“The success we’ve seen from our Olympic campaigns is particularly encouraging in light of reports that many Olympic campaigns have, in fact, had very little clout, owing to people focusing more on watching the Olympics than anything else,” he said. “Not only does this demonstrate the effect of member-centric eCRM, but it also shows the inspired longevity of casual dating and its ability to endure both distraction and recession.”

For more information about WLD’s casual dating product in the adult entertainment market, visit Casual.WhiteLabelDating.com. The company’s products can be tailored for a number of niches, and partners earn up to $130 per sign-up.