• by Ray Schultz , June 16, 2022

Texting is moving into email marketing’s turf, judging by new products being offered by two email providers: Bluecore and Validity. Both announcements were made Thursday.  

To start with, Bluecore has launched a tool called Bluecore Mobile, that allows brands to send personalized text communications. 

Bluecore has previously fueled personalized communications in email, digital ads and on web sites. 

The firm contends that while mobile traffic and engagement are increasing, conversions are lagging. Bluecore attributes this to the fact that many brands are sending mass messages in SMS, not personalized ones. 

But Bluecore Mobile Bluecore’s retail AI model, acts on live shopper and product signals to deliver precision messages to shoppers, the company says. 

Moreover, Bluecore Mobile sends messages only when the platform predicts mobile to be the channel most likely to engage shoppers and convert them, it adds. 

The goal is to make “personalized, shopper-specific messaging ubiquitous across every channel where brands are connecting and building relationships with shoppers,” states Fayez Mohamood, CEO of Bluecore. It does this by “focusing on shoppers instead of the channel they’re on,” Mohamood adds. 

The firm contends that while mobile traffic and engagement are increasing, conversions are lagging. Bluecore attributes this to the fact that many brands are sending mass messages in SMS, not personalized ones. 

But Bluecore Mobile Bluecore’s retail AI model, acts on live shopper and product signals to deliver precision messages to shoppers, the company says.

Moreover, Bluecore Mobile sends messages only when the platform predicts mobile to be the channel most likely to engage shoppers and convert them, it adds. 

For its part, Validity has debuted MailCharts, SMS, a tool that fuels data-driven campaign planning for ecommerce teams. 

Mailcharts has traditionally been geared toward email marketing, but Validity has now moved it into the texting area.

The firm’s goal is to “serve as a quick one-stop shop for marketing teams to access all the data and insight they need to inform omnichannel campaigns in five seconds instead of five hours.," states Greg Kimball, SVP, Global Head of Email Solutions at Validity.

This launch follows Validity's recently acquisition of MailCharts and its introduction of DemandTools Elements and Everest Elements.

Kimball notes that "SMS is a natural extension to the portfolio of responsibilities of a digital marketer, but it's a relatively new practice for which many marketers haven't been formally trained.