SOURCE: Webtrends


April 27, 2010 08:00 ET

Webtrends Simplifies Behavioral Email Retargeting

Webtrends Email Exchange Delivers Dynamic, Web Behavior-Based Email Retargeting to Analytics Users

PORTLAND, OR--(Marketwire - April 27, 2010) -  Webtrends, an enterprise customer intelligence company, today announced the extension of behavioral email retargeting to a broader audience than ever before with the availability of Webtrends Email Exchange. While most email marketing campaigns rely on some form of segmentation, few fully leverage Web-based behavior due to the time and cost involved. Email Exchange simplifies visitor-level segmentation and automates dynamic retargeting, enabling more marketers to segment customers based on Web activity and ultimately increase campaign performance.

Previously, behavioral email retargeting required access to advanced, expensive database solutions. With Email Exchange, analytics users can now extract visitor data for key segments from Webtrends Analytics and retarget offers against product views, content views, cart abandons, scenarios completed, search phrases or other defined parameters. Additionally, customers can extend these new capabilities to Webtrends Segments for Visitor Data Mart, enabling more advanced, dynamic, segmentation and powering an even more targeted experience.

"Built on Webtrends open architecture, Webtrends Email Exchange integrates with the industry's leading email providers -- including Epsilon, ExactTarget, Responsys, Silverpop and Yesmail," noted James McDermott, vice president of Partnerships. "This announcement further validates the value our close partnerships deliver to customers through the Open Exchange. As this program continues to evolve, we will collaborate with our partners to deliver additional solutions, improving the performance of the marketing campaigns of our mutual customers."

Motorcycle Superstore tested the performance of Email Exchange by adding a "Your Picks" section to its standard weekly email, in which four customized product recommendations were included. By integrating Email Exchange with ExactTarget Dynamic Retargeting, recommendations were automatically generated based on products customers had previously viewed, abandoned or purchased.

"When we launched the 'Your Picks' one-to-one email merchandising integration in September of '09, the results exceeded our expectations," said Erick Barney, vice president of Marketing at Motorcycle Superstore. "We assumed there would be a certain level of impulsive response to merchandising products related to an individual's behavior, but we were shocked to experience over 4,000% improvement in use of merchandising space when A/B testing dynamic to default products. With an average overall revenue lift of 25% on emails containing the dynamic feature, we're highly motivated to expand our use of the integrated solution to further leverage actionable data." 

Webtrends Email Exchange Webinar: To learn more about Email Exchange, please register for our upcoming webinar, here. The webinar will be broadcast on Wednesday, May 12th, at 1:00pm EDT / 10:00am PDT.

For additional information on behavioral retargeting with Email Exchange, please visit our solutions page here.

About Open Exchange
Through Open Exchange technology partners, service providers, and customers have easy access to best practices, guides, and "plug-ins" to get the most of Webtrends solutions. The differentiation of the Webtrends approach is within the partner network: rather than dictating one-way outbound communication to hundreds of partners, Webtrends focuses on establishing high-value, tight integrations with a handful of partners in each key category within a marketer's ecosystem.

About Webtrends Inc.
Webtrends is an enterprise customer intelligence company that turns online and offline data into understanding. We help organizations realize a competitive advantage by providing insight-driven optimization of their digital channels. Our leadership extends beyond the web analytics industry we founded in 1993 to the measurement, optimization and integration of all digital content and customer intelligence, including web sites, social media and paid-search advertising. Our products and services are trusted by thousands of leading brands and global organizations, including Microsoft, Toyota, The Coca-Cola Company, The New York Times and General Mills. You can learn more about Webtrends products and services at or call 1.877.932.8736. Webtrends is a registered trademark of Webtrends Inc. in the United States and other countries. All other trademarks and registered trademarks are the properties of their respective owners.

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