July 18 2007
Coremetrics upgrade offers behavioural targeting for email campaigns
Coremetrics (digital marketing optimization solutions) has announced that a significant upgrade to its behavioural email marketing offering will be launched in September (it's currently undergoing beta testing). The solution integrates with the major email service providers - including Cheetahmail, eDialog, Exact Target and Responsys.
The company says that "LIVEmail 2.0 is a dramatic upgrade to LIVEmail" - which was first launched in 2003 featuring integration with 16 email service providers. It enables marketers to "quickly boost performance by using pre-built, rich behavioural data segments and maximize email ROI by exercising the flexibility inherent in the new offering to target any customer segment or behaviour".
By combining with the company's LIVEProfiles (a comprehensive record of all individual online visitor interactions), Coremetrics Intelligent Offer (targeted e-commerce recommendations based on group trends, and behavioural data exports), customers can be targeted with the right product offer at the right time.
"We've seen strong results with our LIVEmail efforts and continue to incorporate it into our overall email strategy," said Christopher Barca, Director of Product Management and Marketing at 1-800-FLOWERS.COM. "We are excited about the new LIVEmail enhancements, taking automated behavioural targeting to a new level. The new "pre-built" segments will not only streamline the process, we'll also be able to easily explore new segmentation approaches that are built on best practices. We're especially looking forward to the simplicity of designing and testing new segments to maximize relevance and returns."
"Combining behavioural targeting with email campaigns is key to relevant marketing," said Matthew Seeley, president at CheetahMail. "LIVEmail 2.0 provides the flexibility needed to target customers based on past behaviour and automate that trigger process to ensure that relevant messages reach the right audiences at the right time. This represents the next wave of strategic email marketing."
Emma Herrod
