Direct e-mail marketer Bigfoot Interactive and
customer analysis and personalization software company Strategic Data Corp. this week
announced their intention to combine their e-mail and personalization
capabilities to offer clients targeted, customized mailings.
By bringing together Bigfoot’s opt-in e-mail technology and SDC’s
personalization software, the deal will enable marketers to segment
customers and deliver targeted e-mail messages. SDC’s real-time response
analysis tools will also be used for campaign optimization, based on
recipients’ behavior.
“The major key to e-Marketing success is leveraging powerful
analytics to align content to customer preferences, to remove
inefficiencies and to improve performance and ROI,” said Bigfoot chief
executive officer and co-founder Jim Hoffman.
“Our software frees up the marketer from routine monitoring and
analysis, allowing them to focus on special cases and overall campaign
effectiveness,” said SDC chairman, chief executive officer and founder Lee Cooper.
“Our
relationship with Bigfoot Interactive will ensure companies are
positively maximizing their relationships with their customers.”
The deal is similar to June’s agreement between e-mail marketer ClickAction and ad serving and
measurement company MediaPlex
Inc..
That alliance also combined the companies’ technologies to offer
marketers opt-in e-mail based on database information. In addition to
targeted messages based on profiles, the companies’ joint offerings can
potentially integrate other database information — for instance,
enabling real-time changes in e-mailed discounts as inventory levels
fluctuate.
Opt-in e-mail can be a sweet proposition for marketers. Recent
analyst reports have put its clickthrough rates as high as 5 to 15
percent, whereas traditional on-site banner ads’ clickthroughs average
about 0.45 percent.
