San Mateo-based Coremetrics has begun testing LIVEmail 2.0, an automated email marketing application that targets consumers by both individual and group behavior data.
As an upgrade
to the email solution the Web analytics vendor launched in 2003, LIVEmail 2.0 allows marketers to harness two of Coremetrics' applications in an interface supported by leading email service providers
like Yahoo and Google.
LIVEmail 2.0 bundles LIVE Profiles (a platform that collects individual user behavior) and Intelligent Offer (a recommendation engine that aggregates group behavior) to
create a tool that can deliver email campaigns targeting distinctive consumers while banking on larger demographic trends.
eMarketer has predicted that behaviorally targeted online ad spending
will hit $1 billion in the U.S. next year. With the industry struggling to work media like mobile and video into that equation, some brands are instead using behavioral targeting to revamp their email
campaigns--making the Coremetrics upgrade particularly timely.
Christopher Barca, director, product management and marketing for 1-800-FLOWERS.COM, said the LIVEmail enhancements take automated
behavioral targeting "to a new level...We've seen strong results with our LIVEmail efforts and continue to incorporate it into our overall email strategy."
The platform will be open to all
advertisers this September, and Coremetrics is partnering with eDialog, Exact Target and Responsys for the launch. Those three email marketing firms serve such clients as Continental Airlines, Avis,
and T-Mobile, providing a glimpse into the possible scope of the LIVEmail platform's reach.
"LIVEmail 2.0 now provides the flexibility and automation for our clients to target any visitor segment
or activity all on their own, bringing behavior-based email marketing to the next level," said Ken Lajoie, chief technology officer, e-Dialog.
Noted Scott Olrich, Responsys' chief marketing
officer: "By adding customer automation to the proven practice of targeting email campaigns based on visitor behavior, our clients will be able to devote more focus to other strategic activities that
can impact their bottom line."