E-Dialog will sell its outbound e-mail marketing services directly to customers of Harte-Hanks, a direct marketing and interactive services company, and will manage their e-mail accounts under an agreement announced yesterday.
“E-mail marketing is a growing $2 billion market, and our clients have been using e-mail in an expansive way as a permission-based vehicle for a wide variety of communications needs,” said Gary Skidmore, president of customer relationship management at Harte-Hanks, San Antonio. “These needs have extended to customer care applications, e-mail newsletters and technical support, among other things.”
E-Dialog's e-mail marketing services will allow Harte-Hanks customers to integrate their channels and optimize their CRM solutions, said John Rizzi, president/CEO of e-Dialog, Lexington, MA.
“Harte-Hanks clients are looking for integrated solutions, both in the direct mail side, the teleservices side and across the spectrum of CRM, including e-mail,” Rizzi said.
Rizzi also touted the service as one that lets marketers truly personalize their campaigns.
“Most permission-based e-mail marketing is just another name for bulk mail,” he said. “The top of the note might say, 'Dear X,' but the content within is the same for everyone on the list. Our technology allows us to create customized content according to a person's profile, purchase history and clicking history, so it's a highly relevant message.”
