AdRoll announced a new product to extend the company’s retargeting capabilities to email.
With SendRoll, launched Wednesday, businesses can send personalized emails with product recommendations or other content based on where a user is in the customer journey. It’s AdRoll’s first product to extend beyond ads.
“We expect SendRoll to open the floodgates for personalized email marketing in the same way AdRoll did for display retargeting in 2008, and how the IntentMap did for data co-ops last year,” said Adam Berke, president and CMO of AdRoll. “Our DNA is in making the most sophisticated programmatic marketing technologies accessible for brands of all sizes. Dynamically personalized email is a perfect example of a technology that can be incredibly effective, but is too complicated to implement and too resource-intensive to gain mass adoption.”
The automation relies on AdRoll’s retargeting technology. Companies provide their own email lists.
“SendRoll is intent-based email, tailored to our individual customers. We use it to drive shoppers toward a conversion when they’re in the funnel,” said Enrico Casati, founder and CEO of e-commerce retailer Velasca. “Our email campaign targeting potential customers who make it to our product pages is seeing an impressive 50-percent open rate and 11-percent click rate.”
SendRoll is now available in the US, the UK and Australia.
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