Digital Impact Offers Message Effect

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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


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