E-Dialog opens extra channel for marketing messages

by Daniel Farey-Jones, Brand Republic 18-Jul-06, 07:00

LONDON - Email marketing specialist e-Dialog has launched a service allowing marketing messages to be placed into transactional emails such as order confirmations.

Clients of the company, including Footlocker and BMG Music, will be able to administer transactional and marketing emails through the same system, using e-Dialog's Precision Transaction Messaging.

Transactional messages are traditionally sent by a company's IT or e-commerce system so have not offered the opportunity for branding or promotional activity.

Chris Revie, email marketing analyst for Footlocker.com, said: "Since e-Dialog automated our transactional messaging with branding and promotional components, we are able to easily modify the content and make it consistent with the offers we present through other channels."

E-Dialog also provides advice to clients on the best practice cross-divisional integration of transactional messaging.

Simone Barratt, managing director of e-Dialog UK, said: "It's staggering how many companies are missing opportunities to deliver all the benefits of a purchase, whether it's through value-added information or upselling accessories."

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