12.07.11 Behavioural email marketing: optivo® broadmail now incorporates interface to econda web analytics solution

• Seamless connection of both systems enables optimisation of campaigns and newsletter by means of tracking user movements
• Individual target group addressing with just a few clicks
• Automated dispatch of follow-up and reactivation emails

 

Berlin/Karlsruhe, 12 July 2011 – The integration of web analytics and email marketing provides diverse advantages for advertisers. Valuable pointers can be obtained through the linkage of anonymised recipient data to ensure the most effective and optimised approach is taken for campaign emails and newsletters. In addition, a bidirectional linkage enables more successful remarketing activities – such as the automated dispatch of individually tailored follow-up and reactivation emails that turn shopping cart abandoners into purchasers and reactivates inactive customers. To enable such an integrated approach, optivo^® broadmail now offers the option to seamlessly integrate web analytics systems. As of immediately, the cloud-based email marketing software also features an interface to the econda "Site Monitor" and "Shop Monitor" web analytics solutions.

 

The high-end econda web analytics solutions are successfully implemented at more than 1,000 companies, which include: 1&1, Deichmann, real, Continental, GALERIA Kaufhof, afri cola and S. Oliver. According to the comparative "Ideal Observer Ranking 2010" study conducted by independent consulting firm AddSugar, the Karlsruhe-based company is Europe’s best web analytics provider and simultaneously in the Top 3 worldwide.

 

Ascertaining optimisation measures through user web behaviour
Marketers know that the more precisely target groups are addressed the higher the opening and conversion rates of campaigns and newsletter. The appropriate segmentation of recipients into various groups is a prerequisite for targeted addressing. The email recipients themselves deliver important pointers for effective segmentation – such as when they visit the website and search for products or services. This enables their web behaviour to be used as a point of departure for targeted measures. Experts term this "behavioural email marketing". Provided the user has given consent, the anonymised data ascertained from the web analytics software regarding user movements among the various online offers can be cross linked with the recipient data from the email broadcast software. This gives valuable insights for highly targeted remarketing activities.

 

All optivo and econda customers can now access and profit from precisely this possibility. A bidirectional interface, which can be activated on request, transmits optivo^® broadmail data to the econda web analytics software – including the number of sent emails, opening and click rates as well as hard and soft bounces. Conversely, the econda data concering shopping cart abandoners, visitors of certain product pages or user groups that have clicked on defined links are transmitted to optivo^® broadmail. Target groups can then be created by the broadcast software on the basis of this information, which can be used for the dispatch of automated remailings. This means that recipients are only sent information and offers relevant to them. The same applies to follow-up and reactivation emails that are triggered through abandoning shopping carts, visiting certain pages or clicking on particular links.

 

Plug-in enables fast and easy integration of the systems
Technical integration of the web analytics software from econda with the optivo email broadcast software is fast and couldn’t be simpler thanks to the specially tailored plug-in. Email marketing data is summarised and clearly presented in the web analysis frontend (“econda Monitor”), together with information of further online marketing measures arising from the online shop or other sources. Campaign and newsletter reports can also be retrieved and displayed at any time.

 

Sven Graehl, Managing Director of econda GmbH, is looking forward to the new collaboration: "Like us, optivo is among the technologically leading firms in its segment. That is why we are especially delighted that our common and future customers will be able to benefit from the integration of our respective systems. optivo customers are thereby now in the position to target both their existing and prospective customers much more individually and therefore more effectively. Being a German company, we additional offer our customers the advantage that or software and services are protected by the German Data Protection Law. This applies as much for econda as it does for optivo."

 

Ulf Richter, Managing Director of optivo GmbH, is also extremely happy with this latest collaboration: "It is no accident that econda counts among the world’s Top 3 providers in the web analytics sector. econda offers its customers the world’s fastest web analyses based on raw and aggregated data. Its solutions provide valuable information on how campaigns and newsletters can be optimised. The integration of our systems means that our common customers now have the possibility to once again boost customer value and gain access to additional sources of sales potential. econda is an ideal partner for us – not least due to their comprehensive, cutting-edge technology and high standards of data protection. We’re looking forward to being involved in many joint projects."

optivo:
optivo is one of the largest email marketing service providers in German-speaking Europe. Since establishment in 2001, the Berlin-based company has counted among the technologically leading providers and trendsetters in the area of email marketing. optivo offers comprehensive email marketing including SMS and fax from a single source. The portfolio extends from the distribution of newsletters and campaign emails with a secure, reliable and powerful email marketing software (optivo^® broadmail) to individual strategy and entry consultation, email optimisation and address generation (optivo^® consulting) as well as providing market relevant infomartion and best-practice knowledge (optivo^® campfire). More than 600 clients from diverse sectors put their trust in optivo know-how and technology, including well-know brands such as Accor Hotellerie, BILD.de, Bosch Power Tools, buch.de, Die Bahn, Die Zeit, Germanwings, Henkel, HypoVereinsbank, Panasonic, Plus.de, QVC, Tchibo and TUI Cruises. optivo actively promotes transparency and high quality standards in email marketing. It is a member of the Deutschen Dialogmarketing Verband "DDV" (German Dialogue Marketing Association), the Bundesverband Digitale Wirtschaft “BVDW” (Federal Association of the Digital Economy) and the Verband der Deutschen Internetwirtschaft "eco" (Association of German Internet Business). As one of the earliest members of Germany’s largest whitelist project ‘Certified Senders Alliance’ optivo stands for highest email delivery rates. In March 2011, optivo received the first "EuroCloud Star Audit SaaS" quality seal in Europe for its optivo^® broadmail cloud service.

Media contact:
optivo GmbH
Harald Oberhofer
Marketing Director
Wallstrasse 16
D-10179 Berlin
Phone: +49 (0)30-76 80 78 117
Fax: +49 (0)30-76 80 78 499
press@optivo.net
www.optivo.net

MärzheuserGutzy Kommunikationsberatung GmbH
Jochen Gutzy (Managing Director)
Theresienstraße 6-8 / Ecke Ludwigstraße 21
D-80333 München
Phone: +49 (0)89-2 88 90 480
Fax: +49 (0)89-2 88 90 45
optivo@maerzheusergutzy.com
www.maerzheusergutzy.com