Loyalty Lab's newest release links email to myriad activities -- and makes messaging relevant for social networks.
Posted Feb 14, 2008
Social networks aren't just for secret admirers sending "Happy Valentine's Day" wishes. As virtual social gatherings become increasingly popular, many email marketers are now looking to play Cupid, shooting their arrows directly into the hearts (and wallets) of potential customers in order to gain valuable information.
Recognizing email marketers' absolute need to have direct integration with customer data, Loyalty Labs yesterday released version 3.0 of its integrated marketing platform. The updated edition features a standalone email product that offers integrated targeting, segmentation, and CRM capabilities. Additionally, the release also contains new tools for marketers to quickly create dialogues with consumers while recording all questions, comments, and responses.
Not surprisingly, Mark Goldstein, Loyalty Lab's chief executive officer, says that he sees the 3.0 release of his company's offering as more than just a nice-to-have product for today's email marketer. "After four years of development, we've been able to offer a sharply priced email solution for even the most sophisticated brands that leverages our deep CRM experience to deliver a far more robust solution," he explains. "We're seeing sophisticated email marketers break ties with their existing providers as the benefits of direct integration with their customer data is a no-brainer."
According to the company, the new standalone email marketing product features data integration options with Loyalty Labs' so-called Ready-Aim-Engage platform, enabling marketers to link email to a wide variety of activities -- including nontransactional behaviors -- so messaging can be relevant to social networks and branded environments. The suite opens the path for marketers to learn from campaigns and tailor their messaging based on success. Marketers can also track responses wherever customers purchase or interact, providing what the company calls "a more accurate view of response rates and performance." The new release also records customer activities that go beyond simple transactional behavior, including:
Brian Haven, a senior analyst at Forrester Research, explains that merely analyzing customers who buy a particular product fails to provide a sufficiently comprehensive view for truly effective campaign management. "The most valuable customer isn't necessarily someone who buys a lot," he says. "In this socially charged era in which peers influence each other as much as companies do, good customers can't be identified solely by their purchases. Companies also need to track individuals who influence others to buy -- tracking only transactions and loyalty at the end of the funnel misses this significant element."
- interacting with social media applications;
- recording important dates;
- reading or posting to blogs; and
- referring friends.
According to Goldstein, the Ready-Aim-Engage platform falls in line with Haven's conclusions. While Goldstein says he cannot speak to the future importance of marketers' use of social networking, he believes that opening up that world to marketers in a new way is essential right now. "It's really important now to our clients that are targeting younger customers, because [those customers] are spending all their time on Facebook and MySpace," he says. "Marketers have no choice: Figuring out how to reach customers where they are is really important today."
Successfully accomplishing that is enough to set any marketer's heart a-flutter.
Marketing When Money Gets Tight
With talk of a recession forcing businesses to trim budgets, one expert advises a focus on "quick, inexpensive successes."
Social Networking Continues to Permeate Customer Service Solutions
The expanded partnership between eVergance and Jive Software underscores a growing need to provide tools enabling online consumer forums.
Feature: Always On
The new generation of consumers, clients, and customers is perpetually connected -- to the Internet, to you, and to each other. What can Web 2.0 do for you?
ACT! Enacts an Online Community
Riding the Web 2.0 wave, the Sage Software unit provides a place for users and experts to interact.
GSI Commerce Acquires e-Dialog
The $157 million deal unites a key online retailer and a marketing specialist, putting e-commerce and email marketing under one roof.
Experience the Benefits of Experiential Marketing
Study shows that it's not just seeing, but experiencing, that will get customers believing.
Email Marketing to Reach $2.1 Billion by 2012
Email is still -- and will continue to be -- a favorite channel for marketers, according to a new report.
Out of the Gate: Marketers Rate '08 Traits
Though marketing seems committed to its customer-centric approach, opinion is divided on which specific trends will dominate this year.
Making Better Use of Web-Site Behavioral Data
Success can mean email marketing that generates substantial benefits.
Feature: Not Fade Away
Exhausting customers in a fierce business environment erodes profits through loyalty loss; here, some winning ways to help combat customer fade.
Marketers: Find Your Reach, Reach Your Finds
The DM Days conference takes a deep look into the best and worst ways to develop marketing strategies in the digital world.
Best Practices: Subscribing To Smooth Email Marketing
Retailers are toiling to make their email subscription procedures easy, quick, and more transparent; subscription incentives seem to be slipping in popularity.
Feature: 8 Email Marketing Tips
Experts provide commonsense advice about 'one of the most powerful and yet one of the most dangerous mediums of communication.'
Viewpoint: Email Marketing: The Incredibly Shrinking Relevance
Email as an independent marketing channel is growing increasingly irrelevant.
Viewpoint: Enhance Your CRM Strategy With Targeted Email Marketing
5 guidelines to abide by when choosing to integrate email into your CRM suite.
Viewpoint: The Coming Rebirth of Email Marketing
Pending solutions to spam could reopen opportunities for legitimate marketers.
Viewpoint: 5 Steps to Successful Email Marketing
Ensuring your outbound marketing message reaches its targets.
What Are Best Practices for Effective Email Marketing?
Fixing slow response times and keeping message content brief and to the point are two of several ways to effectively manage customer service email.
|Learn more about the companies mentioned in this article in the destinationCRM Buyer's Guide:
A new study confirms that integrated marketing is important, but remains difficult to achieve.
Analytical tools help marketers derive intelligence from what customers are already making publicly available.
Research indicates that the use of social networks among small businesses will double over next 12 months.
Forrester Research forecasts overall growth in domestic email marketing — to $2 billion by 2014 — but social platforms are replacing the traditional email inbox among the younger set.
Sponsored By: Marketo and Real Magnet
Sponsored By: Jacada, Avaya, Confirmit, inMoment and BoldChat
Sponsored By: Genesys, Avaya, Verint, and Aspect
Sponsored By: Informatica
Sponsored By: Verint®, Confirmit and inContact
Sponsored By: Verint
The Immersion Approach That Helps Customers Make and Implement the Right Technology Decisions