• by Jess Nelson , October 9, 2015

Infor, a business cloud company, today unveiled Infor Omni-Channel Campaign Management, a new suite of marketing solutions for data-driven email marketers.

The new solution is an updated and rebranded version of the former Infor Epiphany Outbound Marketing product, which stemmed from Infor’s acquisition of SSA Global Technologies in 2006.

Infor Omni-Channel Campaign Management helps marketers plan, execute and monitor marketing campaigns across multiple channels, including social media, SMS and email. It’s omnichannel and integrated approach allows marketers flexibility in how they reach out to customers, and through what channels.

The case for email and social media integration “is a strong one,” states Luke Brynley-Jones, CEO of Our Social Times and author of Constant Contact’s 2014 white paper, Integrating Social Media and Email Marketing. “Social media creates awareness, deepens relationships and builds trust while email converts prospects into buyers and increases customer retention.”

Yet, only 56% of marketers currently integrate social media with their email marketing programs, according to a recent study by ReachMail.

Less than 10% of email marketers plan to focus on social media integration in 2015, via Econsultancy.

Besides social-media integration, Infor’s new release contains several substantial product updates for traditional email marketers that include real-time analytics and segmentation capabilities. Version 10.1 includes new automated campaign workflows, one-click segmentation filters based on demographic and transactional data, and A/B testing and inbox previews.

Infor says its email marketing campaigns are permission-based and therefore compliant with anti-spam rules and regulations. It has also updated its campaign management solution with real-time statistics to track a marketing campaign’s success.

"Marketers are overwhelmed with data,” states Jason Rushforth, vice president, Infor Customer Experience. Infor helps marketers “streamline tasks to keep their campaigns as robust and direct as possible in the marketplace

The company suggests the updated analytics tool adds flexibility to a marketing campaign by allowing email marketers to monitor changing market dynamics and to quickly change strategy to maximize customer engagement with more personalized content.