• by Mark Walsh , December 11, 2013

Marketing technology firm Sailthru has extended its platform for personalizing content and marketing messages to mobile devices. Its new Sailthru Mobile service is meant to help businesses optimize each customer’s mobile experience according to their expressed interests and behavior.

“Many users exhibit unique behaviors across different devices; the strategy that works for desktop will not work for a tablet, and vice versa,” noted Sailthru CTO Ian White, in announcing the new mobile service.

Specific features of Sailthru Mobile include the ability to send customized push notification to iOS app users, SMS alerts about campaigns, and analytics that include reporting on page view, engagement, logins, and purchase data.

The company’s core technology allows clients such as The Huffington Post, Business Insider and Everlane to send behaviorally targeted email newsletters, as well as offer tailored Web site content, recommendations and e-commerce services based on users’ browsing habits and preferences.

With many large publishers seeing a third or more of their traffic coming from mobile devices, expanding its product beyond the desktop is a logical step for Sailthru. Started in 2008, the company says more than 300 online businesses now its platform to drive higher revenue and conversion rates. Sailthru raised $19 million in a Series B venture round last year led by Benchmark Capital.