Relevant Email Marketing
“For every percentage point decrease in deliverability, you could be losing tens of thousands of dollars each year. Estimates show that a 5% drop in email delivery rates can cost even a moderate-sized e-tailer $1 million per year. ”
— Source: Marketing Sherpa,
Buyer's Guide to Independent Email Deliverability Firms
When you think about the leading on-line e-commerce web-sites today, they share a common belief that the more you know about your customer, the better you are able to tailor an on-line shopping experience for them. The more relevant the information that you present to that customer, the more likely you will be able to prompt a buying decision during that visit. Email is no different. The better you can tailor your message to your customer, the more relevant your email is to that recipient, the more likely they will be to read it, and the more likely they will be to act on the information you've provided.
Yet the extent of most email personalization today is limited to putting the person's name at the beginning of the email. Providing more extensive message tailoring is difficult for a number of reasons:
- Integrating with the systems that contain the information is difficult
- CRM systems aren't designed for customized email delivery
- Assembling complex messages slows delivery performance
- Difficult to track whether the email was read
- No way of knowing if the email caused an action to be taken
Companies are making significant investments in web-site design that helps drive revenue and reduce transaction costs, but the technology that businesses use to create and deliver the email campaigns that drive visitors to these web-sites is lagging way behind. The underlying difficulties that are preventing businesses from using email in more sophisticated ways lies in the technology that these businesses use for email delivery. Most organizations are using email delivery technology that is over 20 years old and was never intended for this kind of usage in either scope or scale. New email infrastructure software is making it possible for email to be the low-cost and effective touch point that drives customer transactions.
StrongMail's Approach
StrongMail email infrastructure products combine a complete set of application and data integration tools, dynamic message assembly, high performance message delivery engine, tracking and reporting capabilities in a single "rack-ready" appliance.
Key personalization features include:
Dynamic Message Assembly engine for high performance personalized message assembly.
Personalized Tracking Links that can be inserted into the Email that enable "click-through" tracking whenever the recipient clicks on the link.
SOA/WebServices support provides enterprise-wide services for any application requiring high performance email automation for personalization, delivery, tracking, and response management.
Web Services APIs enable seamless messaging integration for business applications
High-Performance MTA software that provides dramatic performance improvements over traditional open-source MTA's.
Mailbox Monitoring enables you to understand the placement of your email - an understanding that is critical to your open and viewing rates.
For more information about increasing message relevance with StrongMail Servers, visit our Products section.
Solving the Email Deliverability Crisis