Revenio Inc. is expected to announce today the beta launch of its new enterprise marketing automation product called Revenio Dialog.
The antithesis of blasting out e-mail offers to a database of consumers, Revenio Dialog will enable companies to send personalized messages with offers targeted according to the consumers’ actions.
The software allows marketers to script out a flow chart that triggers a message according to a consumer’s activity. Then it automatically sends out the message.
“It treats customers who have purchased recently differentially from customers that never purchased,” said Andrew Payne, CEO of Revenio, Burlington, MA. “Or if a consumer hasn’t visited a site in 30 days, it sends them an offer. Marketers can create rich and deep rules [according to their needs].”
Revenio Dialog capitalizes on the relationship-building aspect of e-mail, not just the ease with which it can be sent, Payne said.
“Old-world tools are centered on batch-and-blast campaign mentality, but it’s hard to have a conversation with a shotgun,” he said. “If you and 50,000 of your friends get the same coupon, is that one-to-one marketing? We’re getting deeper, building a relationship and learning more about customers. E-mail has changed the rules.”
Flooz.com, MyTeam.com and PurchasingCenter.com are piloting the product’s beta test.
The software is expected to ship in the third quarter.
It will cost at least $15,000 per month and $100,000 or more for a license.
Revenio is backed by $16 million in first-round funding from Charles River Ventures and Matrix Partners.