Advertising technology solution AdRoll is bringing retargeting to the email channel.
Digital marketers have long relied on email because it's less expensive than alternatives and provides an incredibly detailed amount of measurability and personalization for users.
What AdRoll hopes to do with its new SendRoll product is to augment the strength of email with the power and scale of retargeting.
SendRoll will levearge AdRoll's retargeting engine, which allows marketers to capture intent signals (such as the buying habits of shoppers), triggering emails with personalized content or product recommendations at critical specific moments in the customer's journey. Early SendRoll beta users, according to the company, on average have seen click-through-rates more than five times the average.
"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, 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."