E.piphany will launch its Emailer product Wednesday. This is the first offering combining the company's E.4 suite of software, and the recently acquired RightPoint Corp.'s Real-Time eMarketing Solutions technology.
E.4 concentrates on analyzing customer information. RightPoint's product provides targeted offers based on that information. The combination of the two products delivers a closed loop e-mail marketing system that leverages customer data to create personalized e-mail greetings. These greetings can include relevant customer information, such as sales history and other highly individualized data.
During an e-mail marketing campaign, consumers can be sent e-mails that refer to them not only by name, but that also include pertinent information, such as how many award points they've generated. Additionally, if the consumer had shown an interest in Hawaii, for example, a special offer for a trip to the islands can be included. “It allows you to run a permission marketing campaign by segmenting [users] and understanding their preferences. [Thus, you are able to send] them a highly personalized e-mail message that includes simple things like their name and demographic attributes as well as more difficult things like their transactional history,” said Paul Rodwick, vice president of product marketing, E.piphany, San Mateo, CA. “It has all of the components that the market is demanding.”
The software performs reporting and analysis of the campaign once it has wrapped. The flat fee for the E.4 system is $250,000. Pricing varies depending upon the number of users, the platform and the number of E.piphany solutions licensed. The Emailer product will fall into the solutions category upon its release.