Singer Direct has launched a new online media network that uses demographics and consumer purchase behavior data for targeting offers to consumers.
The network uses list data and statistical modeling for targeting offers. It enables consumers to make purchases directly from e-mail messages, rather than requiring that they be redirected to a Web site.
Transactional e-mail is designed to make it easier for consumers to make purchases on impulse—with just a click—in between reading e-mail messages.
Transactional e-mail recipients can view merchandise, select products for purchase and submit orders—within the body of an e-mail message. Once a customer clicks to submit an order they can resume reading their e-mail messages.
“Targeted transactional e-mail is a new breakthrough in e-mail marketing, providing companies the necessary means to serve consumers relevant and timely advertisements,” said Sandra Roscoe, executive vice president at Singer Direct, in a statement.
Singer is deploying interactive marketing technology developed by Web Decisions Inc., based in Greensboro, NC. The same technology can be used for transactional e-mail, on Web sites and for telemarketing.
Online, individual consumers are identified either entering their name on a co-registration Web site, logging on to a Web sign or from previously placed tracking cookies on their computers, according to Web Decisions.
Individuals are looked up on databases and scored to be presented with targeted offers, which can be automatically triggered and distributed to their e-mail in-boxes—delivered and waiting for when they complete some other online activity. Otherwise consumers also can be redirected to specific Web pages with targeted offers.
