DM News: Responsys, Coremetrics Team for Behavioral E-Mail Marketing

An email marketing firm and a web metrics company have combined their offerings to engineer a product that will send targeted emails to web site visitors based on their online behavior. Responsys and Coremetrics, which don't appear to have named the new service as yet, signed on Petco as a first client. Petco has the system trigger emails out to people who have abandoned shopping carts, failing to come back for three days. The messages contain one of the items from the cart, and the response rates are proving to roughly double those of other Petco email marketing efforts.