Silverpop Updates E-Mail Software
Silverpop Marketer 5.0, which is sold as both an ASP and installed software, also offers more graphical reporting. One report shows click-through performance for each link in the e-mail, allowing marketers to gauge which creative is more effective.
"If you can give people a visual representation, they're much more likely to have the energy and time to look at it closely," said Elaine O'Gorman, vice president of strategy at the Atlanta e-mail service provider.
O'Gorman said Silverpop's e-mail service had many of the capabilities previously, but the new version makes them more marketer-friendly. With deliverability a top concern and increased scrutiny on sending practices from CAN-SPAM, marketers are more closely monitoring their e-mail campaigns beyond just response rates, O'Gorman said. Silverpop Marketer 5.0 offers global suppression capabilities and adjustable bounce management.
Silverpop boasts 200 clients, including the Principal Financial Group, Bombay Company and Weather.com.