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Infor Announces its Advisor Family of CRM Solutions
By Deepika Mala, TMCnet Contributor
Infor has released its Advisor family of decision-making modules that has been built upon its successful Infor CRM Epiphany Interaction Advisor software.
The marketers, with the help of the first module, Infor CRM Epiphany E-mail Advisor, are able to drive incremental revenue and improve customer retention and loyalty with dynamic, intelligent e-mails that leverage customer information and behavior patterns.
By determining which customer attributes are most predictive of offer acceptance and automatically adjusting targeting for all successive e-mails, including successive openings of the same e-mail accordingly, E-mail Advisor has reached at the forefront of e-mail marketing.
Increased click-through rates as high as 50 percent have been produced by initial pilot programs of E-mail Advisor.
"Infor's Interaction Advisor enables companies to go beyond the confines of traditional customer relationship management, making it possible for them to integrate behavioral and profile data to improve a customer's experience," Richard Snow, global VP and research director, Ventana Research, said. "Infor has created a cutting-edge intelligent e-mail marketing solution by applying the decision-making technology of Interaction Advisor to e-mail, further strengthening the company's position as one of the leaders in customer experience management."
Infor CRM Epiphany E-Mail Advisor is the first release in a series of Epiphany modules optimized in specific verticals. To populate every e-mail with the most relevant offers to ensure a highly personalized and advantageous e-mail experience, Infor CRM Epiphany E-mail Advisor uses the Interaction Advisor decision engine.
Pilot programs for E-mail Advisor have shown an increase as high as 50 percent in click-through rates, which according to the 2009 Forrester (News - Alert) report, "The ROI of Email Relevance," is the most widely used customer data metric for companies' e-mail marketing campaigns.
To maximize campaign effectiveness and results, E-mail Advisor's self-learning engine adjusts targeting for all subsequent e-mails and e-mail openings. With E-mail Advisor, high-performing content stands out with higher display and click-through rates, while poorer performing content gets displayed less often, enabling marketers to use real-time insight to deliver more relevant content and increase campaign success.
The solution is deployable across multiple, distributed servers, providing maximum scalability and reliability to support growth.
"E-mail campaigns using static and predefined simple market segmentation are ineffective at generating high responses from customers or increasing click-through rates," Jackie Palmer, senior product manager, CRM, Infor, said. "Infor CRM Epiphany E-mail Advisor enables marketers to leverage individual customer behavior patterns to deliver relevant content and drive campaigns that build stronger relationships with customers and increase revenue."
In related news, Infor has introduced its Interaction Advisor, a component of their Infor CRM Epiphany suite, as an "easy-to-deploy, easy-to-use" packaged product "designed to meet the toughest demands of today’s marketing and IT departments."
Deepika Mala is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.
Edited by Juliana Kenny