The publisher has hired email marketing firm Silverpop to provide the service which will launch first in European countries including France and Sweden and US city Philadelphia before reaching Portugal, Spain and Metro International's other overseas operations.
The creation of ad-funded localised news bulletins follows a series of personalised features launching on Metro's UK website over the past 12 months. ‘Your Metro' is the paper's attempt to involve its readership in the production of content, the best of which features in the newspaper as well as on the website.
Silverpop handles the email marketing for companies including Sky, Littlewoods and Weather.com.
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