E-mail and monitoring added to Informa tool

Alchemetrics has announced a partnership with Emailcenter that will see the addition of e-mail and monitoring capabilities to Alchemetrics' Informa data management tool.

The integration of Emailcenter's Maxemail product will enable Informa Email users to deliver personalised, relevant e-mail 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.

Informa Email fully integrates with the user's database and Informa Quickcounts to deliver a single interface for offline and e-mail campaigns.

This approach is said to result in a more streamlined experience for the user, and consistent targeting and messaging across all channels.

E-mail campaigns are driven from the SCV marketing database; effective targeting, personalisation and messaging can 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 return on investment (ROI), and reduces opt-outs, while simultaneously improving the user's sending reputation.

All e-mails 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.

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