• by Phil Leggiere , July 20, 2006

“Not long ago, most e-mail marketers thought they were doing their job by getting their messages delivered to an ISP,” recalls Eamonn O’Neill, director of product management at multichannel interactive marketing and technology firm Bluestreak. “Now they realize they’re not really going to do anything effective unless they know that message is really making it intact all the way through the ISP to the mailbox, and being opened,” O’Neill says.

To help clients accomplish just that, Bluestreak launched ionMX 2.0, an enhanced version of its e-mail marketing platform designed to bring more precise targeting and less waste to the e-mail distribution and delivery channel.

IonMX 2.0’s deliverability features include a premium content checker to determine an e-mail’s delivery past spam filters, enhanced e-mail authentication via domain keys, and sender id support. The system also provides advanced control and targeting functions that allow marketers to preview how their messages will look in different e-mail programs, frame variable messages to different customer segments, and confirm message delivery by time of day and ISP. If and when messages fail to deliver, marketers will receive reasonable explanations.

The expanded platform also allows e-mail marketers to target via SMS, RSS, and mobile devices.