• by Ray Schultz , October 26, 2017

BouncePilot has stepped into the space abandoned by Criteo — by offering software that it claims will replace Criteo’s Dynamic Email.

The firm's flagship product, noCRM email retargeting, helps firms target unidentified visitors who abandon their site, the company says, and is used to send abandoned cart, abandoned product and abandoned website emails to those consumers.

BouncePilot, which has 10 employees, also revealed that it is headed for 7-digit revenue in the next 12 months following an undisclosed funding round.

The company has added Travis May, the former CEO of LiveRemp and now the chief growth officer at Acxiom, to its advisory board. Also joining the board is Eric Marterella, chief revenue officer for Lotame.

CEO David Booth says that noCRM email retargeting provides “an incremental step toward making email marketing more like a personal, yet anonymous, in-store interaction. Emails can be personalized and triggered based on user behavior — but also sent directly to a visitor, while maintaining their anonymity.”

Booth continues that “when over 90% of web visitors are anonymous to a brand, this means drastically increasing the audience addressable via email. And we all know that email marketing enjoys the highest conversion rates of the tools in a marketers toolkit.”

The retargeting product allows brands to “anticipate needs and deliver value, before they’ve collected an email address,” adds Marterella.

BouncePilot says it is CAN-SPAM compliant, and has affirmative opt-in consent for each email recipient, the company says.

The email addresses are obtained through partners. A consumer who has checked a box to receive emails on another site is “identifiable, but not identified on the new web site they go to,” Booth says. 

BouncePilot, which mostly serves commerce companies, is considering a move into B2B, and it is hiring, Booth says. 

Booth states that "shoppers today have a fear of noise. They want only the relevant emails -- not ALL the emails that come with subscribing.”

He adds that “even when an audience isn't willing to submit their email on site, we're seeing strong interest-determining metrics: open, click-through, and conversion rates. noCRM email retargeting relies on real intent between a shopper and a brand to trigger an interaction, just like an anonymous in-store conversation with an employee, without the fear of long-term noise."

According to Booth, Criteo bought Tedemis  and entered this space in 2014. But it shuttered the product in the U.S. last March. Criteo had not responded to a request for confirmation at deadline.