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E-Marketing Feedback Deepens

Recognizing the growing customer need for instant feedback to e-mail campaign initiatives Digital River, Inc. , the Minneapolis-based provider of e-commerce solutions today announced a partnership with interactive marketing firm Responsys, Inc..

The alliance will combine Digital River's e-marketing and e-commerce system with Responsys' e-mail platform, adding Responsys'e-mail tool to its Enterprise Campaign Management (ECM) product, a Web interface that allows clients to define and execute e-mail campaigns.

Digital River is hoping the tool, which captures real-time response information and customer profiles for e-mail campaigns will offer its clients deeper analysis into increasingly sophisticated e-mail campaigns.

"E-mail is an essential catalyst for driving customers to an e-commerce site," says Joel Ronning, Digital River's CEO. "When e-mail campaigns are followed by other e-marketing programs that increase site revenue through average order size and close ratio, clients see rapid return-on-investment," he argues.

Digital River says that the e-commerce sales activities that result from email campaigns will be driven through Digital River's e-commerce system for transaction reporting and analysis on metrics such as close ratio, average order size and site traffic.

The firm argues that designing and managing e-mail campaigns is an important part of its overall suite of e-marketing services. It assists its clients e-commerce growth goals by providing experts that it says are focused on revenue-generating programs including, cross-sell and up-sell campaigns, intersite sales, shopping cart banners and first-time visitor promotions.

"There are many companies that claim they execute online marketing programs, but without tight integration, e-marketing programs tend to be less effective and have little impact on the bottom line," says Ronning.

"High ROI e-marketing campaigns require quality of service and superior personalization," says George Wiedemann, Responsys' president and CEO. "We look forward to working with Digital River and its clients to make the right offers, to the right customers, at the right time."