SOURCE: Responsys


April 29, 2013 08:00 ET

Responsys Unveils New Offering for Unifying Customer Preferences Across Marketing Channels

Interact Preference Gives Marketers a Trusted Source of Cross-Channel Preferences to Deliver More Relevant Messages and Help Ensure Regulatory Compliance

SAN BRUNO, CA--(Marketwired - Apr 29, 2013) - In an era when companies that don't listen to their customers run the risk of costly lawsuits, damaged reputations and lost consumer trust, Responsys, Inc. (NASDAQ: MKTG), a leading provider of email and cross-channel marketing solutions, has introduced Responsys Interact Preference, a new offering within the Responsys Interact Suite that provides marketers with a unified, cross-channel view of customer preferences and permissions. For the first time, marketers can easily collect and manage preferences across both digital and physical touch points, while mitigating the risk of costly fines and lawsuits, all within one technology platform.

"In the last few years, major brands with great reputations have been hit with lawsuits seeking tens of millions of dollars for marketing to customers without permission," said Steve Krause, Senior Vice President of Product Management at Responsys. "These costly mistakes happen because marketers don't have the right technology to unify and proactively manage customers' preferences and permissions across every point of interaction, from an email to a mobile app to the point of sale. Responsys Interact Preference enables marketers to collect this data the right way, then apply it in combination with other profile data, such as purchase history and demographics, to deliver messages that are not only highly individualized, but also welcome."

Wendy Greenberg, Digital Communications Manager at Intuit, commented, "When brands have multiple product lines and various channels of communication, managing preferences and permissions across every touch point can be a challenge. Getting the right technology in place that helps provide a single view of the customer is critical to fostering long term customer engagement." 

According to Forrester Research, more than three-quarters (77 percent) of consumers say companies should let them decide how they can be contacted1. Yet, many marketers don't have the systems in place to collect and unify preferences across today's multitude of customer touch points and marketing channels. Preferences have become fragmented and unmanageable within organizations, with data living in silos across various departments, geographies and lines of business. As a result, marketers lack a clear picture of how each customer wants to be contacted -- and consumers are catching on. Eighty-five percent of U.S. consumers say they are concerned about the data marketers are collecting about them online, according to research conducted by the Wall Street Journal2. With Responsys Interact Preference, marketers gain a unified view of customer preferences across the entire organization, every marketing channel, and every customer touch point. This trusted, auditable preference data not only helps ensure compliance with global marketing rules and regulations, but also rebuilds the foundation of trust needed to foster long term relationships with customers.

Responsys Interact Preference allows marketers to:

  • Develop a unified view of preferences and permissions across every channel: Most companies have multiple sources of customer preference data stored across a variety of databases. Marketers and IT teams have done their best to stitch this data together in a way that is actionable and compliant, but as programs grow, so does the number of data sources that have to be connected -- and for every single source that isn't properly connected, the risk grows dramatically. Responsys Interact Preference enables marketers to collect customer preference data for every marketing communication across every marketing channel. And, Responsys Interact Preference unifies that data, providing a single source of truth for preferences across the entire organization, giving marketers a clear view into the relationship customers want to have with their brand.

  • Collect preferences wherever consumers are: Responsys Interact Preference enables marketers to easily and effectively gather preferences everywhere customer relationships exist. Whether they're shopping in a store, engaging with a brand on Facebook, or browsing a mobile site, consumers can easily and effectively share how they'd like brands to communicate with them.

  • Reduce compliance risk: Responsys Interact Preference warrants the accuracy of customer permissions and stores that information in a central, auditable repository, acting as a single source of truth for customer preferences.

In concert with the rich behavioral, demographic and social data Responsys already exposes to marketers, Responsys Interact Preference completes the customer profile -- enhancing insight into consumers' authentic identities and empowering marketers to build deep, lasting and profitable relationships with their customers.

Part of an exclusive partnership with PossibleNOW, the leading provider of customer experience and enterprise preference management solutions, Responsys Interact Preference is the latest in a series of industry leading cross-channel marketing solutions from Responsys that enable marketers to manage interactions with their customers across an increasingly digital set of marketing channels. For a full overview of the Responsys Interact Suite, visit To learn more about Responsys Interact Preference, available now, visit,

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About Responsys
Responsys is a leading provider of email and cross-channel marketing solutions that enable companies to engage in relationship marketing across the interactive channels customers are embracing today -- email, mobile, social, the web and display. With Responsys solutions, marketers can create, execute, and automate highly dynamic campaigns and lifecycle marketing programs that are designed to grow revenue, increase marketing efficiency, and strengthen customer loyalty. Responsys' New School Marketing vision, flexible on-demand application suite, and customer success-focused services aim to deliver high ROI, increased levels of automation and fast time-to-value. Founded in 1998, Responsys is headquartered in San Bruno, California and has offices throughout the world. Responsys serves world-class brands such as: Southwest Airlines, LinkedIn, LEGO, Orbitz, United Airlines, Dollar Thrifty, Avis Europe, Deutsche Lufthansa, UnitedHealthcare and American Family Mutual Insurance Company. For more information about Responsys, visit

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1 Source: Forrester Research: Marketers: Stop the Abuse! Adopt Preference Management. July 22, 2009
2 Source: The Wall Street Journal:

Contact Information

  • Contact:
    Heather MacKinnon
    Responsys, Inc.
    Email Contact