Enterprise applications provider Infor announced a new CRM-based software tool this week that aims to help companies improve their e-mail marketing campaigns.
Infor CRM Epiphany E-Mail Advisor is the first of what the company dubs “decision-making modules” that are based on the Infor CRM Epiphany Interaction Advisor software. The E-Mail Advisor module aims to help marketers improve their e-mail-based outreach using an intelligent engine that analyzes prospects’ behavior, determines “which customer attributes are most predictive of [e-mail] offer acceptance,” and helps tailor campaigns accordingly, Infor said.
“As customers accept and decline offers, E-mail Advisor's self-learning engine adjusts targeting for all subsequent e-mails and e-mail openings to maximize campaign effectiveness and results,” Infor said in a statement announcing the release. “Infor CRM Epiphany E-mail Advisor uses the Interaction Advisor decision engine to populate every e-mail with the most relevant offers to ensure a highly personalized and advantageous e-mail experience.”
Pilot deployments of the software have shown 50% improvement in click-through rates, the company said. Built on an open architecture, E-Mail Advisor can be coupled with any e-mail delivery or CRM solution. It can also be deployed across multiple servers as needed, Infor said.