New email platform touts overnight ratings

If you want more metrics at a faster pace, a new email platform could be the answer. New email startup iPost says it delivers database segments in minutes based on consumer actions during the past year and up to midnight the night before the campaign began.

by Kristina Knight

According to the company, iPost analyzes data feeds from email behavior streams and from online and offline purchase information.

"We make use of the torrent of data being generated by customers' own behavior, and figure out what kind of customer you are today," said Stephen Webster, co-founder of iPost. "It lets the markets see with great details, and very rapidly, how certain kinds of customers responded to certain kinds of outreach. [Marketers] can see that analysis, do list segmentation and follow - on remarketing based on that information."

Does this analysis really give marketers a better advantage? Auto restoration client Eastwood says it does; according to iPost information, Eastwood orders increased by 18% and profits increased 25% after using iPost; also, their unsubscribe/opt out rate declined by 20% because the company could better determine when emails should be sent to the consumer list.

As marketers head into the holiday shopping season, marketers need to take a harder look at the metrics they have on email; if there isn't enough information or if there is inaccurate information email campaigns could be harmed.