DoubleClick Buffs Up DARTmail

DoubleClick rolled out an update to its DARTmail e-mail platform on Tuesday, promising tighter integration with other DoubleClick ad technology products.

With DARTmail 4.0, DoubleClick further integrates its ad technology offerings. The new version boasts integration with its campaign management software, Ensemble, and cross-channel analysis tool, ChannelView. DARTmail previously integrated DoubleClick’s Web analytics product, SiteAdvance. DoubleClick says such integration gives customers the chance to better manage, execute and measure multi-channel marketing campaigns.

In addition to greater integration, DARTmail 4.0 offers new reporting features for marketers and publishers. The capabilities include response-curve reporting, list and purchasing reporting, and reports in a number of formats. The improvements are designed to provide marketers the chance to get better data on the success of individual campaigns;, publishers have new subscription tools to monitor e-mail list performance.

Integration has been a priority for DoubleClick since it exited the media business to concentrate on ad technology. This summer, the company released its long-awaited rich media platform, DARTMotif, which offers advertisers and publishers a single platform for creating, trafficking and measuring rich media advertising.

A previous DARTmail upgrade, in February 2002, made similar strides, adding the ability to combine offline demographic data with online response data to better target mailings.

Now, DoubleClick is giving DARTmail customers the ability to easily tap into other multi-channel tools. The company’s Abacus unit launched ChannelView in early 2002 to track multi-channel marketing efforts. Campaign-planning tool Ensemble was introduced last December after DoubleClick acquired Protagona.

DARTmail has about 300 customers, including publishers Primedia and Conde Nast, and marketers Proctor & Gamble and FedEx.

DoubleClick reports third-quarter earnings on Thursday to heightened expectations in the wake of blockbuster results reported by Yahoo! resulting from its online advertising business. In the second quarter, DoubleClick reported a falloff in its e-mail business due, in part, to the spam deluge. Revenue from DARTmail fell 9 percent from the previous year to $9.2 million.