e-Dialog’s Precision TransACTION Messaging Solution Increases Revenue, Relationship Opportunities for Marketers

Paul Demery

Footlocker.com, BMG Music Service Among Top Clients Utilizing e-Dialog’s Full-Service Solution to Strengthen Customer Relationships

LEXINGTON, Mass., and LONDON, July 12, 2006 – e-Dialog, the proven provider of precision e-marketing solutions, today announced Precision TransACTION Messaging, an integrated e-mail messaging solution that empowers marketers to tap into the revenue and relationship-building potential of highly opened transactional messages. The solution, comprised of sophisticated services and technologies, enables companies to integrate transactional messages within their overall customer contact strategies.

Transactional messages, such as order and ship confirmations, customer service notices or account updates, are traditionally sent by a company’s IT or e-commerce system. This typically results in a lack of visibility into delivery and measurement, as well as the marketing team missing out on key touch points within a customer’s buying cycle.

e-Dialog’s solution enables companies to bring transactional and marketing e-mails under the same messaging infrastructure, allowing them to deliver all the benefits of a purchase to customers, including confirmation of delivery, product updates, warrantee information or subscription status. It provides delivery improvements, tracking and measurement benefits, and makes HTML branding and customized promotional opportunities possible within these highly anticipated and widely read messages.

In addition, e-Dialog advises clients on the best practices and guidelines that are critical to a successful, cross-divisional integration of transactional messaging. e-Dialog provides deliverability and ISP relations services, as well as measurement and reporting tools, to ensure delivery and usability of response data. This performance insight helps provide a complete view of the customer lifecycle for future marketing and loyalty efforts.

“Before we moved our transactional messages to e-Dialog’s platform they were text-only, without any opportunity for images or links back to other offers. Furthermore, we had no way of telling if they were getting through to the customer,” said Chris Revie, e-mail marketing analyst for Footlocker.com/Eastbay. “Since e-Dialog automated our transactional messaging with branding and promotional components, we are able to easily modify the content and make it consistent with the offers we present through other channels. Plus, we can now track delivery and responses, including Web site click-throughs and purchases. Our transactional messages have become an important marketing touch point for our customers, serving to reinforce our brand and drive repeat sales.”

According to the JupiterResearch report, “Optimizing Transactional E-mail Messages,” (May 2005) the improved delivery and revenue gained through cross-selling related merchandise in transactional messages will absorb the additional costs associated with outsourcing and turning typical text messages into HTML. Companies could not achieve such revenue through dull, text-oriented transactional messages-largely because the internal systems lack the ability to marry order data with relevant cross-selling offers, the report revealed.

“It’s staggering how many companies are missing opportunities to deliver all the benefits of a purchase, whether it’s through value-added information or up-selling accessories,” commented John Rizzi, president and CEO of e-Dialog. “By making every communication with a customer part of the overall contact strategy, smart marketers are creating a better experience for the customer. Inevitably, this leads to increased confidence in the vendor, more regular purchases and improved customer loyalty.”

About e-Dialog
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, e-Dialog enables some of the world’s most recognized brands, such as American Eagle Outfitters, Avis, BMG Music Service, British Airways, the NFL, Reuters, The TJX Companies, and Tesco to maximize long-term customer value with contextually targeted communications. The company’s 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 with offices in Boston, London, New York and Seattle. 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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e-Dialog media contact:
Jean Borgman
(508) 451-5944


Advertising mail, Electronic commerce, Loyalty business model, Spamming, text messaging