LBM to resell e-MSG e-mail platform

Direct marketing firm LBM partnered with e-mail marketing firm Marketing Innovation Group to resell its e-MSG e-mail platform.

The Marketing Innovation Group acquired the e-mail platform from e-MSG earlier this year. The agreement with LBM will let the marketer offer business-to-business e-mail prospect data services, as well as an e-mail marketing platform to its customers.

"We are confident the combined intelligence gained from linking solutions will result in many businesses reviewing their current arrangements," said Rob Bielby, director at the Marketing Innovation Group.

The e-MSG broadcast e-mail and SMS Web platform has been revamped by the Marketing Innovation Group since it acquired the property in October. The upgrade includes a self-managed e-mail solution called e-MSG plus, a newsletter template, some survey and research tools and campaign analytics.

The tool has been developed as a self-managed platform to allow other agencies to manage e-mail campaigns for their clients and allow clients to manage those campaigns themselves. Marketing Innovation Group will continue to license its e-mail platforms to other firms.

Mr. Bielby said that the future of e-mail is about sophistication and segmentation.

"We have analyzed response levels and the speed of open rates and discovered that there is without doubt e-mail fatigue," he said. "Simply to 'spray and pray' will not deliver the best results in the long run. All of the same learnings from direct mail apply and that is why we are adding analysis, segmentation and flexibility to the tool."