eWayDirect today announced an expansion of its trigger-centric Calibr email marketing solution with two platform enhancements.
The first enhancement is an analytics solution allowing marketers to create dynamic list segments by device type (laptops, tablets, smartphones). This data gives marketers a bird's-eye view into opens and clicks from mobile devices and allows them to tailor campaigns specifically for people who open on particular device types.
"The mobile audience is constantly evolving, and understanding that evolution is key to marketing success," said Neil Rosen, eWayDirect founder and CEO, in a statement. "The data accrued enables marketers to create device-specific buying experiences, including the option of sending promotions to a single device. We need to leverage our ever-increasing understanding of the mobile landscape and of customers' marketing behavior when using mobile devices."
The second enhancement is a browse abandonment feature that allows marketers to trigger email in real time when subscribers leave a Web page without making a purchase. These emails go to subscribers when they are online and when the brand is top-of-mind, delivering as much as 20 times the revenue per email of segmented email blasts.
"When marketers promote personal offers to subscribers based on the specific content being viewed, the messaging is powerful," Rosen said. "Our solution tracks subscribers' actions on the Web site, identifies each recorded visitor's actions, and responds to them immediately, with relevant content, significantly increasing overall ROI. While these emails represent one to three percent of total email volume, they generate on average 10 percent to 20 percent of overall monthly email revenue. That's a winner for any marketer."