Turning Transactional Email Into Marketing Email

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OMI and Eclipse team up on a solution to add marketing content to bills and statements.

Six Oldie, but Goodie Email Rules
Transactional emails do double duty.

Eclipse Corp., a document generation company, has partnered with cloud-based communications provider OMI to give marketers extended reach for their appeals through all of their companies' customer communications.

A combination of Eclipse's DocOrigin software and OMI's 366 Degrees communication platform, the new cloud-based service promises to integrate campaign content with transactional emails, email notices, texts alerts, and even direct mail. The partner companies explain that tight integration with Salesforce.com makes it possible for marketing and IT to orchestrate the coalescence of materials with little extra effort.

"Organizations send billions of boring statements and correspondence to customers every day that do very little to drive consumption, revenue, or brand engagement,” said OMI CEO Brad Banyas in a statement announcing the release. “We bring the real-world tools needed to leverage these existing communications that are so vitally important yet so often overlooked."

OMI and Eclipse maintain that the combination of their technologies allows for simpler personalization of audience, content, and context.

"Things like monthly customer statements are rarely considered key marketing assets,” said Eclipse CEO Steve Luke. “But CMOs are waking up to the value of these customer interactions as powerful opportunities to cross-sell, up-sell, and build customer loyalty."

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