Inbox Interactive, Bethesda, MD, yesterday released Optim-E, an e-mail profiling and tracking technology that allows marketers to create and send e-mail campaigns based on specific transactions.
The company, which specializes in Web-based direct response promotions, said Optim-E helps marketers plan and create e-mail campaigns and offers real-time reporting and analysis.
“Launching an e-mail marketing campaign is very complicated,” noted Kim MacPherson, Inbox Interactive's president and founder. “A client could hire one agency to handle creative, a list broker to find the list and a software solutions provider to launch the campaign.” She said that with Optim-E, marketers can do an entire campaign from start to finish.
Inbox Interactive said Optim-E allows marketers to create customized messages. For example, an online retailer can use past purchase information to split up its database and send a special promotion of sweaters to past sweater buyers and another e-mail offering discounts on menswear to past menswear buyers.
The retailer would receive a real-time report showing which customers clicked through to make a purchase, which ones clicked on links but did not buy and which customers deleted the message without opening it.
