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BlueHornet Networks, Inc., a leading enterprise email marketing provider, announced the introduction of mobile response targeting in its flagship email application, eMarketing Suite Enterprise. With mobile response targeting, marketers can use BlueHornet to automatically identify and segment subscribers who view email campaigns on a mobile device.
To maximize brand engagement and encourage campaign response, the new mobile functionality enables marketers to send follow-up emails that take full advantage of the mobile context. For example, retail brands can use mobile response targeting to offer their mobile-engaged subscribers a flash-sale promotion that can only be redeemed by presenting the mobile email at brick and mortar locations. Or, travel and hospitality brands can use BlueHornet’s mobile response targeting to reach travelers while they’re on vacation – during the time when they’re most likely to respond quickly to special offers.
The use of the mobile channel to reach consumers is expected to continue growing as it rapidly becomes a preferred touch point. In fact, Forrester Research Inc. projects in its August 2011 report: “U.S. Interactive Marketing Forecast, 2011 to 2016” that by 2015 smartphone adoption will grow 150 percent.
“Most marketers recognize that there are many exciting opportunities to drive campaign response and engagement by messaging differently to subscribers when they’re interacting with a brand on a mobile device,” said Gerry Widmer, general manager of BlueHornet. “However, those opportunities have remained largely untapped because existing solutions have not effectively facilitated this type of targeting. BlueHornet’s mobile response targeting feature is automated, making it easy for brands to take advantage of the high growth rate of mobile marketing adoption that is predicted by analysts, including Forrester Research.”
Mobile response targeting extends BlueHornet’s existing mobile email capabilities, which include a built-in mobile HTML editor and the ability to automatically detect and render mobile HTML email content when viewing the web-hosted version within a mobile browser. Collectively, these features enable brands to take a strategic approach to their mobile marketing initiatives, regardless of their current investment. Companies that are in the early phases of mobile messaging can use BlueHornet’s mobile email features to identify the size and makeup of their mobile-engaged subscriber base. Those companies with more advanced mobile strategies can develop robust campaigns targeted specifically to their mobile subscribers. To learn more, visit www.BlueHornet.com/mobile-email.
BlueHornet Networks, Inc. specializes in helping marketers create highly targeted email programs that evolve through the customer lifecycle. The company’s lifecycle messaging tools and strategies deliver the value, flexibility and strength brands need to drive sales online and in stores. BlueHornet’s email solutions are designed to be used in conjunction with emerging marketing technologies such as social media, mobile, video and product recommendations. To learn more about BlueHornet, visit www.bluehornet.com and follow @bluehornetemail on Twitter.
BlueHornet is a registered trademark of BlueHornet Networks, Inc. All other trademarks and registered trademarks are trademarks of their respective owners.
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