Email offering takes small steps for greater results

Acquisition email is a space less crowded by marketers. Although the space is less crowded that doesn't mean advertisers should send any and all messages to any and all consumer lists. From the ividence point of view, campaigns begin by sending a message to a core group of list members and then quantifying opens, clicks and other metrics before the target is tweaked and then sent to a larger group of list members.

by Kristina Knight

"What has been in place, for email, has been a system that doesn't take consumer data into account. It's been Brand A telling Publisher B to send out a message," said Lynn Dalsing, Director, Marketing Communications, ividence. "We feel that doesn't serve the market. Our platform works for the advertiser and the publisher by offering controls and sending relevant messaging to consumers on those lists."

ividence is a stand alone email exchange targeting certain groups within a list to maximize campaign ROI. The platform uses behavioral targeting so that brands send fewer emails overall with a higher campaign ROI because of the relevance of the messaging. Using the platform advertisers determine who is opening emails and the type of campaign - Cost Per Open, Cost Per Click, etc. - meanwhile publishers obtain control by accepting or rejecting advertiser offers. Publishers also determine how often emails are sent.

"Essentially our system takes a 'bid' from an advertiser and determines who to send messages to based on past behavior and campaign goals," said Dalsing. "This enhances ROI for advertisers and for publishers rather than sending the same message to every list member, certain members are chosen based on interest levels increasing their revenue."

Email offering takes small steps for greater results

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