October 23, 2012 9:15AM News as reported by the company:
TailoredMail Introduces EmailApptimizer: Turns Email Campaigns into Instant Mobile Touch-Screen Applications -- EmailApptimizer is the first true email marketing and automation solution that increases user-engagement on mobile devices by up to 50 percent.
Bellevue, Wash., October 22, 2012 -- TailoredMail, the leader in mobile-optimized email marketing and automation, today announced its new Version 6.0 with EmailApptimizer, an offering which turns emails, landing pages and microsites into instant mobile touch-screen applications. The solution dramatically improves engagement-rates by up to 50 percent, with virtually no additional effort on the marketer's part.
With smartphone and tablet purchases exploding, consumers are reading more of their emails on these devices. In a study of more than 150 million emails over a 12-month period, TailoredMail found the percent of emails being viewed on a mobile device represented 39 percent of the total – almost double that of a year ago. However, mobile click-through rates (sometimes referred to as the 'calls-to-action' or 'engagement rates') represented only 12 percent of total - primarily due to poorly-designed/rendered emails and landing pages.
Marketers typically design email marketing campaigns and automation programs for a desktop environment - however, these non-mobile friendly emails simply aren't readable on a smartphone – and are frequently ignored or deleted. Additionally, links included in these campaigns often direct the recipient to a non-mobile-ready web page; the vast majority of businesses do not yet have a mobile- friendly company website, nor do they have mobile-friendly landing-pages to support email marketing and lead-nurturing campaigns.
In terms of email optimization, options are limited to hiring expensive, hard-to-find designers/agencies with mobile expertise, and meticulously building mobile-optimized emails and landing-pages from scratch. EmailApptimizer solves this by taking content designed for the desktop, and automatically converting it to an instant touch-screen mobile application – complete with elaborate tracking analytics. It also enables marketers the ability to create stand-alone mobile micro-sites without any technical know-how. Built-in features include support of swipe/touch gestures, navigation buttons, mobile forms and profile-centers, location-aware mapping, instant polling, offline viewing, image galleries, archive-search, embedded audio/video, and save-to-home-screen functionality.
"It's slick," said Doug Strohm, president of Tudor Games – a leading maker of hands-on sports games, "the first email we send looks great on both desktop PCs and mobile devices. When a customer clicks a link, the newsletter instantly turns into an interactive mobile app full of rich content. Customers engage with it much like any other mobile application they're already familiar with. The tracking and analytics allow us to identify the interests of our customers, and begin great conversational interactions with each subsequent touch."
"We saw this sea-of-change coming over a year ago, and set out to alter the game, if you will, and eliminate this challenge and cost to marketers," said Matt Highsmith, CEO of TailoredMail. "EmailApptimizer automatically detects the mobile device, displays the email in a mobile-optimized layout, and turns click-through landing-pages and microsites into an interactive touch-screen mobile app. Mobile campaign deployment is instantaneous, and engagement rates quickly rise."
With TailoredMail's EmailApptimizer, website tracking, lead scoring, drip-and-trigger design tools, CRM integration, and sales-team publishing and tracking analytics, businesses can now create powerful nurturing campaigns with significantly improved response rates for prospects on mobile devices. TailoredMail's marketing-automation functionality was at the core of a recent 2012 Stevie Award and ClickZ Connected Marketing Award, enabling marketers to dynamically match content to different customer types (sometimes referred to as 'personas'). For example, a single nurturing email campaign (drip-and-trigger) can send different content to prospects based on whether they are at an executive, technical, sales or marketing level. The system adapts to recipients' profiles and interests, creating a more relevant, contextual and engaging communication.
Using TailoredMail, organizations can more strategically communicate with subscribers, prospects and customers, along with tracking their behavior to deliver a much more personalized experience on any device-a must in today's economic climate.
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