NEW YORK — DoubleClick’s online marketing firm Abacus introduced Abacus E-mail, a new e-mail marketing channel.
The strategy of the e-mail offering is to give mailing marketers an e-mail option with a tracking report for deliverability. Abacus E-mail is built on permission-based e-mail marketing firm Silverpop’s Marketer solution. Silverpop’s e-mail platform aids in deliverability, bounce management and helps with ISP relations. Abacus is based in Lafayette, Colorado.
“DoubleClick sold off DartMail last year, so we needed to find a new e-mail service,” said Abacus’ senior vice president of data management services Bob Fette. “We chose Silverpop because they are a fast growing company that is easy to work with, have high functionality, reasonable cost and were highly rated by Forrester.”
Abacus E-mail integrates the company’s existing products, ClearEDGE and dbEDGE into the new service. ClearEDGE is a marketing database product that mixes customer contact information with the path of purchase. It was developed specifically for catalog and specialty retailers. dbEDGE is a product that gives large enterprise marketers a centralized view of customer habits through multiple channels across the client’s organization.
“This launch is part of an overall rebranding of the firm,” Mr. Fetter said. “We are better known for our pr strategy management, but would like to get the word out that we are an integrated data management firm. This is part of a lot of new rebranding strategies to come.”