E-Mail Platform Captures E-Commerce Transactions
The new feature appends detailed purchase information to individual customer records in the e-mail platform's relational database management system in real time. Using the interface, marketers can view, query and report on purchase data. It also combines purchase data with e-mail event history, giving marketers information about their customers that they can use to perform list hygiene, deploy loyalty campaigns and market related products based on specific items purchased.
Affinity Group Inc., a multichannel marketer of recreational vehicles, is using the platform and said it provides two benefits: It tells exactly how much revenue an e-mail campaign generated; and it provides AGI's marketing team with visibility to customer purchase history.