Thanks to deeper integrations with Omniture and Google Analytics, the latest release of Listrak’s Web-based email marketing platform is one that online retailers may find particularly useful for planning their strategies around the holidays and the year ahead. One area of focus in the new version greatly enhances merchants' email retargeting capabilities, a tactic that many consider to be underutilized at the moment but predict that it will become commonplace for retailers in 2011.
Highlights of the new release include an eCommerce Conversion Template Library, Omniture Remarketing Reports, Google Analytics Campaign and Content Definition, Conversion Tracking and Reporting, SecondPass automated remarketing campaigns and Fusion Apps custom applications portal. Merchants using the Omniture Remarketing Reports can import targeted segments such as shopping cart abandonment, product views and purchases to automatically deploy campaigns to customers to encourage sale, up-sell and cross-sell opportunities.
SecondPass enables emails to be automatically redeployed within a set number of days to all recipients who did not open the first message, which has been proven to generate response rates equal to 80 percent of the original send. Deeper integration with Google Analytics allows merchants to customize campaign name and content definitions for easier reporting capabilities and better tracking of revenue to specific campaigns.