E-mail software firm ExactTarget, Indianapolis, is licensing a patented e-mail technique from e-mail marketing firm SubscriberMail, Lisle, IL.
The patented technique, “System and Methods for Multi-Level Electronic Mail Communication Programs,” lets corporate marketers send customized messages from different offices or divisions based on one template.
The patent lets the corporate marketing department have control over the brand, including the color and images used in the template.
“At a corporate marketing level, they want to be able to brand globally and market locally,” said Jordan Ayan, CEO of SubscriberMail. “They might want to … allow the lower-level participant their own local story [or] their own coupon.”
ExactTarget is the first to license this technique. SubscriberMail is talking with other e-mail marketing firms to license it as well.
Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters