Commentary

Taming The Beast: Firms Partner To Provide Versioned Emails At Scale

One problem for email marketers is that they often have to jump between disconnected tools to make sure their campaigns are working.  

Here's one possible remedy: ContinuumGlobal, a marketing orchestration firm, is partnering with Inbox Monster, an email deliverability and rendering platform, to help marketers produce dynamic personalized content and see how it's working.

The arrangement, which was announced last week, integrates Inbox Monster’s rendering and quality tools with ContinuumGlobal’s Smart Marketing Engine. 

Marketers can now generate personalized content and validate how thousands of versions will appear across more than 100 mail clients, the firm says. They can also monitor reputation signals to ensure the message reaches the inbox.

Please don’t take this as a product endorsement: Other providers may also offer such tools. But ContinuumGlobal argues that it is helping marketers "personalize and scale their engagement marketing," says Hillary Bliss, head of AI solutions at ContinuumGlobal, in a statement.

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Bliss adds, "We aren't just helping brands create content faster; we're ensuring that content is technically flawless and visible to every single subscriber." 

In its announcement, ContinuumGlobal states that the integration will allow marketers to: 

  • Automate QA at Scale – The Smart Marketing Engine generates dynamic content, while Inbox Monster audits link integrity, image weight, and accessibility standards. 
  • Integrate Content and Review -- Marketers can review renderings within the Smart Marketing Engine and interactively adjust campaigns based on real-time validation and rendering results.

"Marketers shouldn't have to jump between disconnected tools to ensure their campaigns work," says Matt McFee, managing director of Inbox Monster, in a statement. “Our integration with ContinuumGlobal's Smart Marketing Engine closes the loop between content creation and delivery."

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