• by Ray Schultz , July 17, 2018

Liveclicker has introduced a personalization suite that it says will help brands send relevant email messages.

Adaptive Personalization is designed to provide marketers with “an automated way to adapt their personalization in real time to power the most potent digital consumer interactions,” states Justin Foster, cofounder-vice president, market development, Liveclicker.

“Email reigns as marketers’ top-ranked ROI-driving channel, and the more personalization they infuse in their campaigns, the greater the return,” Foster says. “Yet we often hear that marketers don’t have the time or resources to make this happen, so the more they can automate and inject data-driven content into their emails, the more they’ll enhance the value of their programs.” 

Available through Livelicker’s flagship product RealTime Email, the new suite consists of three components:

Adaptive Testing consists of continuous A/B testing, applied to subsets of email recipients over time. It is useful for both promotional and triggered email programs, the company says. 

Adaptive Experiencesallows email marketers to collect consumer behavioral data from within a mobile app, email or website, to drive personalization, using one solution, the firm adds.

Adaptive Targeting Uses machine-learning technology to activate Gmail subscriber data. This function predicts the recipient’s location and displays geo-personalized messaging. The company claims that an online marketplace increased known recipient locations by 45% to 61%.

David Daniels, CEO of the Relevancy Group, states that “email relevance, optimization and automation are top priorities for marketers today, but many still struggle with these table-stakes strategies.”  

Liveclicker specializes in email personalization services for B2C brands.