Inbox Insider: Geotargeting makes e-mail more relevant

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The more granularly an e-mail can be targeted, the more relevant it tends to be. One way to segment to make an e-mail more meaningful to the recipient is to target based on location. Joining the likes of Campaigner and CityTwist, this week JangoMail has added a geo-tracking reporting capability to its Web-based e-mail marketing platform.

The new feature expands JangoMail's reporting functionality by letting marketers using their platform measure the location of recipients through open, click and Web site activity tracking. The city, state, country and zip code can all be reported, along with the IP address, ISP and latitude/longitude data of recipients.

Marketers can then in turn take this data and segment their lists accordingly. For example, a brand can send an offer to a particular ZIP code or a retailer can send an e-mail about a special in-store event within a specific distance from a particular location.

JangoMail has also integrated with Google Maps so that consumers can find the locations and marketers can overlay this data back into the reporting system. The graphical overlay depicts where opens, clicks, page views and conversions originated.

As we see the mobile channel evolve by leaps and bounds in geo-tracking and targeting, it is good to see that e-mail is keeping up.

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