Digital Impact Offers Message Effect

Share this article:
Digital Impact formally introduced a new service yesterday that enables delivery of relevant marketing offers each time a transactional e-mail is opened.


Called Message Effect, the new service is intended to replace text-based e-mails with an HTML format that can deliver marketing content based on knowledge of the customer's transaction.


"Message Effect is a rules-based transactional e-mail," said Mary K. Marsden, a senior executive at Digital Impact, San Mateo, CA.


Clients will work with Digital Impact to set the rules that will trigger offers and information each time a customer opens an e-mail. The e-mail could be confirmation of an airline ticket or tracking delivery of products.


Message Effect essentially will add transaction-based marketing to one of the last few areas of company-to-customer communications without any commercial upsell or cross-sell. Transactional e-mails typically contain only text-based confirmation of purchases or shipment details.


Digital Impact is initially targeting e-mail marketers in the travel category and debuted the technology at yesterday's Travel Commerce Conference & Expo in New York. The company did not disclose the names of beta testers.


Message Effect's inauguration comes a month after Acxiom Corp., Little Rock, AR, bought Digital Impact for $140 million to add online marketing software to its database management offerings.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.

Top 20 Percent Is Twice as Good at Converting as the Rest

Top 20 Percent Is Twice as Good at ...

There are five reasons elite marketers trounce the competition: testing, targeting, spending, mobilizing, and democratizing.

Ecstatic Over Programmatic

Ecstatic Over Programmatic

Ads purchased programmatically will double this year to $10 billion, and then again to $20 billion in 2016, a new study forecasts.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.