Improves email marketers' ability to match messages to recipient preferences.

Delivra, leading email marketing service provider, announced today that it has added a recipient engagement segmentation tool to its email marketing platform at no additional cost to its clients.

This powerful new capability allows email marketers to tailor messages and offers based upon the recipient's interaction with previous mailings. The member engagement tool tracks the recipient's responses to each email and uses mathematical calculations to assign an engagement score. For example, a recipient who opens an email and clicks on a link within the body will be scored higher than a recipient who opens the email, but takes no further action. Email marketers can then send different types of content to different segments of a mailing list based on engagement index. List members who normally click on links can receive emails with more information and resources, while those who simply glance at emails can receive more concise messages, with key points in subject lines or the first visible screen. Marketers can also attempt to re-engage members who appear to have lost interest by sending them special offers or other incentives that aren't offered to more engaged members.

"Segmentation by engagement makes email an even more personal channel by allowing marketers to send the ideal type of email to each segment of recipient on their lists," explains Kris Dougherty, Operations & Deliverability Manager for Delivra. "That way, list members receive the kind of emails that their history proves they prefer, which improves satisfaction and open rates, while reducing unsubscribes caused by sending the wrong information to the wrong people. In addition, marketers can tailor sales messages to make them more relevant to different segments, rather than trying to reach everyone with a single approach."

This value-added enhancement is available to all Delivra clients through the platform's Engagement Indexing. Delivra's email marketing platform can also incorporate clickstream and purchase tracking data into the engagement measurement, and can be used in conjunction with demographic data to allow even more precise segmentation.

Delivra is dedicated to the success of our customer's email efforts, and strives to maintain the highest level of products, service, and security to every client. To learn more or set up a demo of Delivra's application, please contact Carissa Newton at marketing@delivra.com or 317-915-9400.

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