Epsilon Announces Individual Email Targeting by Time and Device
Marketing Services Provider Epsilon has launched the Email Response Network, allowing brands to automatically deploy messages to individual subscribers based on when they are most likely to click on them. Drawing on data from all its email clients and emphasizing clicks over opens, the service operates much like a targeted display ad network, serving email messages based on individual behavioral data. For example, a subscriber who regularly checks mail on her iPhone first thing in the morning would be more likely to respond to a promotion to download a new mobile app when on that device. A message requiring more consideration or deeper engagement which typically sees higher click-throughs from the desktop can be targeted to reach the subscriber later in the day when she is at her desk.