Campaign management upgrades dominate product announcements

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By Karen J. Bannan

Campaign management is a dominant feature of 2005’s crop of new e-mail products and services. Here is a sampling of the upgrades and new entries that vendors are pushing:

  • Socketware Inc., based in Atlanta, has upgraded its Accucast suite, combining campaign management, dynamic- and triggered-message creation, and a new reporting and analytics engine.
  • Real Magnet has introduced its Campaign Management module as part of its MagnetMail marketing program. The Bethesda, Md.-based company said the module will let users create behavior-based campaigns that run automatically.
  • CheetahMail, based in New York, has added a tool, Inbox Snapshot from Piper Software, that enables users to see what their messages and newsletters will look like in more than 40 e-mail clients. The tool is available to CheetahMail clients, and is designed to help prevent formatting a faux pas that sullies the sender’s brand.
  • Indianapolis-based ExactTarget has integrated its products with WebTrends’ WebTrends 7 analytics suite, and has added new e-mail results analysis tools to its services.
  • LeadGenesys of San Mateo, Calif., announced an e-mail-management application for businesses in the indirect-sales channel.

"Some of the enhancements are related to improving the usability of the solution, which is becoming more and more important to buyers," said Jupiter Research Research Director David Daniels. "Others represent integrated product features with other applications—such as click-stream Web analytics."

Daniels said he counsels a degree of patience for buyers who see product upgrades from vendors other than the one they use. He said e-mail product and service vendors watch each other at least as avidly as they do their customers. The innovation one company markets becomes the must-have feature for everyone else. Given these and other recent product enhancements, Daniels said, "The market will be able to move towards harnessing behavioral data more easily, ultimately raising the sophistication of the e-mail marketing landscape."

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