Top Web Solutions Provider Increasing Activations with e-Dialog’s Precision Dynamic Printing Solution
LEXINGTON, Mass., and LONDON, March 30, 2006 – e-Dialog, the proven provider of precision e-marketing solutions, today announced it is enabling clients to seamlessly combine personalized direct mail and e-mail in marketing campaigns to retain valuable customers and move them to a desired action. A prominent Web solutions provider is the first to employ e-Dialog’s Precision Dynamic Printing to facilitate its approach to automated, integrated and customized multi-channel communications.
Acting as a central point of integration, e-Dialog provides the strategy, analytics, technology platform, reporting, data integration, creative expertise and campaign management capabilities necessary to develop and execute personalized, consistently branded, cross-channel campaigns. With Precision Dynamic Printing, marketers are empowered to enhance their e-mail communications by leveraging valuable customer data to deliver relevant messaging via short and timely print runs.
“It is no secret that real-time, cross-media campaigns when done correctly can be extremely effective. Unfortunately they are rarely part of a marketer’s ongoing communication plan because they are difficult to execute and often require a lot of work to be repeated for each channel engaged,” said John Rizzi, chief executive officer of e-Dialog. “While we pioneered highly relevant precision e-mail marketing, we are now extending our mature data-centric platform to produce output to other media types. This gives our clients a highly coordinated, integrated and simplified approach to multi-channel efforts with the added benefit of integrated reporting and analysis so programs can constantly be refined and new, precise communications created in the customer-appropriate channel.”
Precision Dynamic Printing has been incorporated into e-Dialog’s flexible e-marketing platform, Precision Central™. This enables the service provider and its clients to build a comprehensive, actionable view of customers from all data sources and then create, test and deploy targeted and sequenced campaigns across e-mail and direct mail using one campaign management system. The same data management, advanced segmentation, rules-based custom publishing, live proofing, measurement, analysis and in-depth reporting capabilities that clients are accustomed to using with e-mail can now be applied to print pieces.
e-Dialog’s Precision Dynamic Printing enables marketers to efficiently integrate short-run, targeted mailings into their multi-channel communication efforts. Dynamically published direct mail pieces can be sent as a complement or as an alternative to e-mail messages, based on customer data or behavioral events. In addition, dynamically generated Web pages can be created to serve as inbound response mechanisms for outbound campaigns. Responses are tracked via personalized URLs or barcodes that are unique to the campaign or to the individual, and the results of the multi-channel campaign are reported and analyzed in one central location. Furthermore, subsequent communications via any channel can be triggered based on the individual or overall response, creating an ongoing customer dialog.
Precision Dynamic Printing is an ideal tactic for re-engaging customers that are not active responders to e-mail, or for re-capturing customers that have changed e-mail addresses or opted out of e-mail communications. Ideal applications for combined print/e-mail campaigns include catalog requests and delivery confirmations, reminders and updates, conversion campaigns and loyalty program support. In these cases, the cross-channel campaigns help to increase the customer’s engagement with the company, enhance customer service and satisfaction, retain valuable customers and gain important program feedback.
For example, a prominent Web solutions provider is currently using both e-mail and digital printing as part of its multi-channel campaign to welcome new customers and increase account activations. Previously, these channels were handled separately with a large duplication of effort. Now, fully automated data feeds are sent from the client’s e-commerce application to e-Dialog where they are automatically processed for appropriate response in either e-mail or direct mail. Digital printing partners are used for printing, mailing, and bounce handling of postal mail.
“Taking a cross-channel approach to ensure our customers activate all of their services increases conversion rates and helps identify the best communications channel for each individual,” commented the Web solutions provider. “By adding these new capabilities, e-Dialog has really empowered us to look beyond ordinary personalization approaches to develop an automated and integrated program for leading buyers through the sales cycle based on their engagement levels and preferences.”
Established in 1997, e-Dialog is a proven provider of precision e-marketing solutions with deep-rooted strengths in e-mail and database marketing. Through a unique combination of marketing intelligence and precise relevance technology, we enable some of the world’s most recognized brands, such as American Eagle Outfitters, Avis, BMG Music Service, British Airways, Marks & Spencer, the NFL, Reuters, The TJX Companies, and Tesco to maximize long-term customer value with contextually targeted communications. Our service offerings empower large, multifaceted companies like these to enhance permission-based e-mail marketing efforts through fully integrated, cross-channel communications, including dynamically printed direct mail, RSS and mobile messaging.
JupiterResearch ranked e-Dialog the leading e-mail marketing provider among service-oriented ESPs in 2005 based on its value and market suitability, highlighting its account servicing, strategic and creative input, and campaign management and analytics applications. e-Dialog is a privately-held company based in London and Lexington, Mass. Investors include Flagship Ventures and Commonwealth Capital.
For more information, visit www.e-dialog.com or contact Arthur Sweetser at 781-372-3353 or Peter Duffy at +44 (0) 20 7659 2716.
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