PETCO to Test Automated E-mail Targeting
E-mail service provider Responsys Inc, Redwood City, CA, and the Web site marketing services firm Coremetrics Inc. of San Mateo, CA, have formed a strategic partnership to provide automated e-mail targeting and delivery services.
The partners have lined up PETCO Animal Supply Inc. as their first joint client to begin testing multiple e-mail campaigns. “It gives us the ability to build more highly targeted e-mail marketing messages,” said Heather Blank, director of e-commerce and business development at PETCO, in a prepared statement.
Under terms of the agreement, Coremetrics will feed online customer and Web site visitor behavioral data to Responsys automated e-mail delivery system to generate targeted e-mail campaigns.
Campaigns such as PETCO’s will target consumers based on their online shopping behavior, including online searches, categories of Web sites visited, frequency of category searches and other data automatically gathered by Web site cookies.
