Emerging Interest Tool Shows What E-Mail Rivals Are Doing

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Emerging Interest added Web site metrics to its e-mail tracking tool, which would let marketers gain insight into the response rates of competitors' e-mail marketing campaigns.


The Competitive E-mail Tracking System 2.0 now includes daily Web activity information through Amazon-owned Alexa. Marketers can view data to gauge which e-mail marketing campaigns are drawing clicks.


Bill McCloskey, Emerging Interest's founder and chief executive, said the daily Alexa data, collected from its 10 million Web search toolbars, would give marketers insight into what competitors are doing that is working.


"We're trying to provide some general indications of effectiveness," he said. "The idea is -- instead of a click-through rate -- to give an effectiveness quotient so you can start to see patterns."


The CETS platform lets users search by brand and see recent mailings, including the creative, subject lines used and which lists were purchased.


CETS has thousands of e-mail accounts used to seed marketing lists. The Web-based system is used by e-mail marketers to track e-mail campaigns in much the same way as Nielsen//NetRatings' AdRelevance does for online advertising. CETS tracks CAN-SPAM compliance, advertisers, creative and lists used.


For example, a retailer could tell through CETS how a rival is targeting specific audiences since Emerging Interest signs up to e-mail lists using various fictitious demographic profiles. Marketers also can use the system to keep tabs on what their affiliates are doing, including compliance with federal e-mail standards.


McCloskey said CETS had tracked good compliance with the CAN-SPAM Act. It tests e-mail for a working opt-out tool, physical address and whether unsubscribe requests are honored.


Emerging Interest has signed about 12 clients that pay $12,000 to $60,000 yearly to license the service, including Carat Interactive, Grey Advertising and NetCreations.


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