Salesforce.com, EmailLabs debut e-mail management tool at Dreamforce

J.L. Halsey's e-mail marketing arm, EmailLabs, has partnered with global CRM company Salesforce.com to integrate its e-mail marketing service on the Salesforce.com's AppExchange.

The two-way integration between the EmailLabs and Salesforce applications lets users create, send and manage e-mail campaigns directly from Salesforce, and automatically update lead status based on users' responses. The partnership was made public yesterday at Dreamforce '07, Salesforce.com's user and developer conference in San Francisco, which also serves as the firm's US base.

"EmailLabs' joint work with Salesforce.com puts marketing power in the hands of sales people, while keeping them focused on their hottest leads," said Luis Rivera, CEO of J.L. Halsey. "Our two-way integration bridges the gap between sales and marketing data by dynamically tracking responses to campaigns and updating lead status accordingly."

Menlo Park, CA-based EmailLabs's e-mail marketing platform has been integrated into the Force.com platform and is available at http://www.salesforce.com/appexchange. EmailLabs' implementation is built on a two-way exchange technology that lets Salesforce users deploy e-mail marketing campaigns and send personalized e-mails directly from Salesforce via the EmailLabs tab, and create and segment lists based on Salesforce-defined fields.

In addition, the integration lets users map Salesforce fields to EmailLabs data fields. For example, a user can create a new EmailLabs field called "Product of Interest" and link it to an existing Salesforce field. Users can also automatically add responses to an e-mail marketing campaign, such as opens, clicks and bounces to Salesforce contacts' activity details.