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BizReport : Email Marketing : March 10, 2011

Responsys partners with Adobe for audience insights

Marketers wondering what all of the analytics across all of the advertising platforms means may get better insight from Responsys. The email marketing hub has partnered with Adobe to help email marketers better response rates - and better understand what is appealing to consumers on their lists.

by Kristina Knight

Responsys will integrate Adobe Genesis, which gives marketers a summary of web analytics data from Adobe's SiteCatalyst. That information will be paired with Responsys' segmented information to give emailers better insight into what is - or isn't - working in their email messages.

"Responsys' updates to its integration with the Adobe Online Marketing Suite allows our clients to more quickly and easily respond to key customer behaviors on the website," said John Berkley, Vice President of Products at Responsys. "The long-trusted relevance and impact of web remarketing campaigns is now even more accessible to marketers aiming to boost their customer engagement."

The integration will also give marketers the ability to further segment their audiences into categories such as "Recently Browsed", "Abandoned a Shopping Cart" or "Made a Purchase".

"Adobe is focused on working closely with marketers to create valuable and meaningful connections with their target customers...our customers are better equipped to leverage today's technology to translate their data into smart business decisions," said John Mellor, Vice President of Strategy and Business Development, Omniture Business Unit, Adobe.

Although comScore is sounding the death-knell of email - again - research from customer relationship hub Merkle indicates that email is still a highly viable resource for brands and marketers. Merkle's research notes that more than 85% of online consumers checked personal email daily in 2010. Consumers with more than one email account, for example an account for commercial use, 60% checked daily.

Tags: email marketing, email measurement, email messages, email metrics, Merkle, Responsys

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