Cable & Wireless Bolsters Response Tracking in eMessaging Service

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Telecommunications giant Cable & Wireless said that it has upgraded its eMessaging Solutions commercial-grade permission-based e-mail messaging service to include enhanced campaign response tracking and to better handle large-scale communications.


The company, based in Vienna, VA, offers IP and data services to businesses and operates an Internet backbone. It debuted eMessaging Solutions about two years ago. Then, the service was known as SureCom eMessaging and marked the company's entry into e-mail messaging.


The eMessaging Solutions service is a suite of software that offers marketers campaign reporting capabilities, response management and high-volume e-mail delivery.


According to Leigh Cantor-Henry, Cable & Wireless's director of marketing for eMessaging Solutions, the company sees itself as an e-mail messaging outsourcer and is positioning the service as the back-end for large enterprise clients.


"Our original vision was to be an enabler and use our system as a broadcast engine," she said. "But now we have more of a marketing element to the service. We want to provide all of the back-end for marketers."


Cantor-Henry pointed out that even though eMessaging Solutions is scalable and capable of being used for mission-critical communications, Cable and Wireless is positioning it as a middle-of-the-road offering.


"We see ourselves as somewhere in between a SparkLIST and a DoubleClick," she said.


Cable & Wireless plans to roll out eMessaging Solutions in the United Kingdom in the fall. Cantor-Henry said the company is looking at rolling it out in Europe and Asia shortly thereafter.


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