Silverpop Launches Email Insights Application

Silverpop, a provider of digital marketing technology has launched Email Insights, which is integrated with email analytics provider Litmus. It allows marketers to preview how email will render across multiple channels and devices and determine their recipients' device preferences. 

Email Insights enables marketers to do the following:

• Preview the look and feel of mailings across 30 email clients, including Gmail, Outlook and iPhone and Android platforms;
• Develop reports and easily analyze through which devices and email clients recipients are opening email; and
• Determine  the preferred device of each email recipient and send targeted content based on those preferences.  

"Consumers now interact with email multiple times a day on multiple devices, so it can be challenging for marketers to ensure a consistent experience," said Adam Steinberg, director of emerging apps at Silverpop, in a statement. "Email Insights ensures marketers can deliver content that is formatted and tailored to each recipient's device preference. It also enables marketers to automatically segment their lists based on crucial device-specific behavior, ensuring that emails render properly across all channels. Marketers will see a significant impact in conversions and email performance." 

"This integration between Silverpop and Litmus is one of the deepest I've seen with our platform,” said Paul Farnell, CEO of Litmus, in a statement. "The power to easily send targeted emails based on device is game-changing for marketers. In an environment where upwards of 40 percent of emails are opened on mobile devices—and all of those devices having different design specifications—it's imperative for emails to render properly to ensure recipient satisfaction. This application removes the guesswork and allows marketers to deliver the most targeted email communications possible."

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