Email provider Sailthru is pushing into SMS in a move to expand its cross-channel capabilities.
The firm’s new product, Short Message Service (SMS), allows users to market via email, web, in-app and SMS within one platform, the company says. It also gives marketers a single place to view interactions with customers in owned channels.
The goal is to to help brands “personalize the cross-channel messages they send,” states Allison Stone, vice president of product at Sailthru.
The new service allows brands to use shared data, personalization algorithms, and machine learning models to power SMS, the firm adds.
“SMS has significant market velocity and in this year’s Retail Personalization Index, we found that while 31% of the 500 organizations we evaluated were using SMS, more than 50% of the top 100 are advancing in this channel,” states Jason Grunberg, general manager of Sailthru.
Sailthru, a CM Group brand, formed an integration with Segment, a customer data platform, last year. It ties email engagement, page views and mobile app views to the same person, Sailthru said.
In addition, users can combine all customer touchpoints -- including a POS system -- into a single customer view, the company says. Users can also combine mobile data with email engagement.