After attending a demo of their solution, Joanna HedeCEO of Live Data, agreed to answer a few questions from Badsender about his Instant Mail solution. It is a market trend, and it is likely that the number of solutions of this type will explode in the coming months.
Jonathan Loriaux - What marketing challenge does Instant Mail meet?
Joanna Hede - This proprietary technology ensures that our advertisers send their newsletter campaign at the moment when the user is connected to his webmail and is therefore active. This crucial moment naturally allows to significantly increase the results. This technology proposed to our advertisers allows them to respond to several issues.
The first is to ensure a more efficient reading rate and thus improve the overall performance of their emailing campaign. The second is topical because it consists in waking up inactive addresses individually and thus avoiding inconveniences following massive reactivation campaigns. This technology also offers a re-engagement module while respecting the laws in force.
JL - Can you tell us in a few words what is the technical concept behind the Instant Mail technology?
JH - Just like email retargeting, Instant mail relies on a network of publishers who are paid for each signal (a signal = @ solicited who opens an email) sent and who match with one of our advertisers. This network currently records 4 million openers per day in France and the matching is done with a secure encoding (md5) in a record time of less than 0.05 seconds. The relevance of this model is linked to its speed of execution to ensure that the user is on his webmail.
JL - Isn't there a risk of drift if all advertisers start targeting their contacts when they are connected?
JH - It is important to specify that unlike email retargeting, the advertiser will only send its newsletter to its subscribers. We just optimize the time of reception, the Internet users will receive as usual the newsletter for which they subscribed, they will just be active at that time, the satisfaction of the subscriber will be even greater.
A capping system allows you to manage the marketing pressure so as not to have a funnel effect. An average Internet user connects more than 5 times a day to his email box, which leaves enough opportunities.
JL - What are the different types of emails for which this technology should be preferred?
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JH - I would say promotional to capture inactives through content, once their attention is already captured by the immediacy of receiving the email. Timed offers for the active, to trigger clicks on the CTAs.
For unsubscribers it is a specific email, sent by a partner to propose the resubscription by highlighting the advantages and benefits for the contact to resubscribe.
JL - You talk about resending unsubscribers via your partners. Isn't this a risky practice insofar as the Internet user no longer wants to receive emails from a brand but continues to receive its commercial messages via a partner?
JH - We launched this option after the rest of the system. Today, unsubscribers are solicited by acquisition networks, whether they want to or not. What we are proposing is to take up the dialogue where it left off and resume a relationship in other ways. By changing the marketing pressure, by changing the discourse, by proposing something else, Internet users become interested again in the brand's messages. We don't have much experience with this module yet, but the results are good for the advertiser.
JL - In order to use your tool, your clients must absolutely route their emails from your platform whereas others simply give the connection information and allow emails to be sent from any router. Is this really a limitation or is there an advantage for the advertiser?
JH - The volume of data matched in real time requires enormous technical capacities. Ultra powerful servers are used for Instant Mail. We can only guarantee the smooth running of the solution if all the process is executed on our premises.
The system relies on instantaneousness and by providing our signals to another router, we cannot guarantee the execution time. This is also an advantage for our company, which wants to quickly move forward in Europe in a market that is not yet mature. Our platform is new and needs to offer a new experience.
Our global solution includes all the technologies of traditional platforms but also integrates a number of specific modules such as Instant mail but also Intelligent Delivery Managment which is an intelligent algorithm that allows to send an email to each subscriber according to his reading habits.
Live Data Solutions is a young company whose objective is to renew the existing landscape. During the year we will release other services that will bring a new experience to the management of newsletters and more globally to customer relations.
Offering the best of technology with pleasant interfaces and support so that advertisers appropriate our solutions is contrary to what is currently done or our competitors offer technologies constraining in human and financial resources.
