Alchemetrics adds dynamic email capabilities to informa
Publish Date: 02/10/2009
Data specialist Alchemetrics continues to innovate with its data management tool informa® by announcing a partnership with Emailcenter, which will see the addition of email delivery and monitoring capabilities. The integration of Emailcenter’s Maxemail product will enable informa® Email users to deliver personalised, relevant email messages utilising all information known about a customer (both online and offline), and accurately and effectively monitor responses, to ensure robust and transparent reporting and analysis.
The key objectives of the Alchemetrics and Emailcenter partnership are:
- Delivery of a seamless interface through which emails can be setup, broadcast, and monitored directly from informa®
- Creation of detailed reporting on campaign performance, allowing for the ongoing refinement of targeting, and the continual improvement of a client’s marketing communications
- Triggered email capabilities to allow event driven broadcasting of marketing communications
- Dynamic content to enable relevant targeting and personalisation of email communications
- High deliverability of emails across ISPs
- Championing of the ‘can-do’ attitude found within the culture of both organisations, to enable informa® and the partnership to grow in line with client and market demands
Avoiding the complication of multiple data silos, informa® Email fully integrates with the user’s database and informa® QuickCounts to deliver a single interface for offline and email campaigns. This approach results in a more streamlined experience for the user, and consistent targeting and messaging across all channels. Email campaigns are driven from the SCV marketing database; effective targeting, personalisation and messaging can easily be implemented using everything known about an individual customer, and contact frequency rules can be centrally controlled. This in turn improves response rates, increases update and ROI, and reduces opt-outs, while simultaneously improving the user’s sending reputation - the single most important factor in achieving excellent deliverability rates.
All emails that are opened and clicked, and those that bounce or unsubscribed are automatically loaded back into the marketing database. informa® Email also provides the user with the ability to target follow-up activity with modelling, analytical and reporting capabilities, to gain a better understanding of customer behaviour to improve future communication.
Post-click activity can also be collected and loaded directly back into the marketing database, which in turn can be accessed to provide immediate purchase and ROI details without the need to integrate web analytics separately.
David Gurney, Operations Director at Alchemetrics comments:
“The integration of Emailcenter’s Maxemail product provides Alchemetrics with a best in class solution for delivering these digital requirements to our clients. The partnership brings together our successful informa® tool with dynamic yet accessible email capabilities to create a comprehensive solution for our clients.
After carefully assessing the email tools available on the market it become clear that Emailcenter’s offering would easily deliver on all of our objectives. We chose Emailcenter based on the depth of functionality offered by Maxemail, and its long and successful history of achieving high deliverability rates in email campaigns; one of the central aspects of any digital marketing strategy.
Our clients can now view their customer database and run email marketing activity from a single interface, making the process of setting up email campaigns more efficient, while also enabling users to be even more targeted, and add personalisation, to their email efforts.”
Nigel Williams, Managing Director at Emailcenter comments:
“We’re delighted to work with Alchemetrics on this exciting partnership. The combination of its excellent informa® tool with Maxemail offers marketers an unrivalled opportunity to manage and utilise their customer data, while creating, implementing and measuring email campaigns, all from one easy to use interface.
As more and more organisations move towards a highly targeted email marketing strategy it is essential for them to be able to utilise all the data they have available, to improve relevance and timing, and to introduce personalisation. Thus combining the SCV marketing database capabilities of informa® with the ability of Maxemail, to produce highly relevant content for email campaigns, makes for what we believe to be an exciting and unique proposition.”
If you'd like to know more about this new exciting addition to informa® or would like to discuss your general requirements for a marketing automation system, our team will be happy to discuss and demonstrate how informa® will meet your needs. Drop us a note and we'll have someone call you.
