Act-On and Evergage announced a partnership and product integration on Wednesday aimed at helping marketers power personalized and automated email campaigns in real-time.
The partnership extends Evergage’s real-time personalization platform to Act-On’s Adaptive Journeys service, enabling marketers to leverage email engagement data to power personalized experiences across email, mobile and online.
Act-On customers can now incorporate Evergage’s personalized content into email templates designed on the Act-On platform. The product integration also combines the databases of Act-On and Evergage, meaning that customers can automate marketing campaigns incorporating both the behavioral insights collected by Evergage and the engagement and demographic data captured by Act-On.
Since Evergage is a dynamic marketing platform, content populates when the email is opened as opposed to when it was sent.
The integration brings personalization to the marketing automation strategy, says Michelle Huff, CMO at Act-On -- "starting within the inbox using real-time email content personalization as well as on the web and across mobile applications with email click-through triggers for website personalization."
The partnership between Act-On and Evergage also unifies customer experiences across channels by personalizing Web content based on a visitor’s email engagement history.
Founded in 2010 and based just outside of Boston, Evergage combines customer data with behavioral analytics to power personalized marketing campaigns. Evergage’s platform delivers personalized experiences to the customers of over 150 organizations, including Endurance International Group, Intuit, and Publishers Clearing House.
Based in Portland, Act-On Software is a marketing automation platform with a layer of machine-learning technology that helps is customers with product recommendations and send-time optimization. The company’s Adaptive Journeys feature, first launched in March, is an AI-driven marketing service with a host of automated capabilities, including the ability to combine CRM data with behavioral attributes to automatically segment audiences for more relevant marketing.