AdRoll announced the launch of SendRoll on Wednesday, extending the company’s predictive programmatic advertising platform to email marketing.
SendRoll is an email retargeting solution that leverages AdRoll’s predictive algorithms to the email marketing channel. A core component of
AdRoll’s programmatic, media-buying technology is based on algorithms that identify the value of a customer.
SendRoll applies that same behavioral data collected from a
company’s own Web site to automatically trigger emails with personalized content or product recommendations at opportune moments in the customer lifecycle.
Adam Berke, AdRoll president
and CMO, discussed how AdRoll’s background in paid media offers a competitive advantage into email marketing.
“Coming out of the programmatic market, we need to be incredibly
data-driven,” says Berke. “We buy media and if we fail we waste money. That discipline will allow us to be smarter and more surgical with email marketing.”
SendRoll also
marks the San Francisco-based company’s first move beyond advertising.
Berke says AdRoll’s move into the email marketing industry derived from customer demand, and that the company
spent over two years designing a customer-centric product partially based on the company’s 2014 acquisition of email marketing company UserFox.
Launched in 2007, AdRoll’s client
roster now includes more than 20,000 global advertisers. Berke confirms that 700 of those AdRoll customers have already been using SendRoll in Beta and have seen an increase of click-through rates by
five times the average.
Velasca, an eCommerce platfrom, saw a 24% drop in email bounces once they applied SendRoll to their email marketing campaigns
“SendRoll is
intent-based email, tailored to our individual customers,” states Enrico Casati, founder and CEO of e-commerce retailer Velasca. We use it to drive shoppers toward a conversion when
they’re in the funnel.”
Velasca also witnessed a 50% open rate and 11% click-through rate rate for email campaigns targeting potential customers who make it to their product
pages, as well as 19% longer session duration with 17% more pages per session.
SendRoll is now available in the U.S., U.K. and Australia, and Berke confirms that the product abides by all
regional email standards and regulations.