DoubleClick Launches DARTmail Real-Time Messaging to Optimize Transactional Email
New Offering Gives Marketers Ownership of Operational and Transactional EmailNew York, NY, 10/19/2004 - DoubleClick Inc. (NASDAQ: DCLK), the leading provider of solutions for marketers, advertising agencies and web publishers, today announced the launch of Real Time Messaging (RTM), a new addition to the DARTmail email deployment platform. DARTmail RTM is designed to automatically deploy and deliver email messages in response to consumer actions, such as order confirmations and shipping notifications. As such, RTM gives marketers ownership of operational and transactional email. This allows them to centralize their contact strategy and monetize communications that have traditionally been managed by the IT services or fulfillment team within an organization, while at the same time, it frees up the IT team to focus on its core competencies.
RTM significantly changes the concept of transactional and operational emails from service-oriented to marketing-oriented. By centralizing all email communication within the marketing department, RTM ensures consumers receive email with consistent branding, more relevant content and holistically managed contact frequency. For the first time, marketers can measure and enhance the delivery of transactional and operational email, in addition to maintaining brand consistency through a centralized contact strategy, and employing HTML to improve the appearance of transactional email.
In addition to leveraging DARTmails world class infrastructure, RTM messages are also deployed through a set of IP addresses that have been set aside for RTM deployment which helps ISPs and email recipients, over time, to easily identify the messages as transactional in nature.
RTM enables marketers to monetize previously untapped, and often anticipated, communications. DoubleClicks 2004 Consumer Email Study, which was released yesterday at the DMA Annual Conference, shows that the vast majority of email recipients expect to receive transactional email, and many consumers would welcome marketing messages within these emails. Ninety-five percent of the survey respondents expect to receive email from merchants for order confirmation, while 90 percent expect shipping information emails and 79 percent expect to receive billing information by email. Of these, 52 percent say that they would find it useful if these emails contained related offers. Another opportunity for marketers is to leverage account statements as a marketing vehicle, with 54 percent of respondents currently receiving account statements by email. A full copy of this study is available at www.doubleclick.com/consumeremail2004
Unlike traditional triggered messaging, which has been available in DARTMmail for several years, RTM provides marketers with ownership of operational and transactional messages and provides reporting at the transactional level, said Adam Benjamin, Vice President and General Manager of DoubleClicks Email Solutions. This is a powerful breakthrough for the email marketing industry, which for the first time gives marketers the ability to measure and enhance the performance of their transactional and operational email.
Procter & Gamble, J.Crew, Unilever, Proflowers and FedEx are among the more than 300 world-class marketing organizations globally that leverage DARTmail to manage and optimize their email marketing programs.
About DoubleClick Inc.
DoubleClick is the leading provider of solutions for marketers, advertising agencies and web publishers to plan, execute and analyze their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics solutions help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world.
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