One of the characteristics that sets Bronto apart from other email service providers is our focus on retail and commerce-driven businesses. Our mission is simple: To help you drive more revenue through the shopping cart.

Throughout the coming weeks, I will publish a series of posts highlighting some of the key features of the Bronto Marketing Platform that relate specifically to retail and e-commerce (in no particular order).

The first is our integration with Adobe SiteCatalyst (Omniture). This integration allows you to create segments based on products that customers have viewed, abandoned or purchased as a direct result of your emails. These smart segments can spark creative, focused and highly engaging campaigns.

Here are a few examples:

• Product page views—Create a segment for contacts that have viewed a specific product and point them to product reviews or a discount coupon to inspire a purchase.

• Post-purchase campaigns—Create a segment for contacts that have purchased a specific product, and send them recurring, highly targeted up-sell and cross-sell, product review, product refill and customer loyalty offers.

• Re-engagement programs—Create a segment for non-purchasers, or contacts that abandoned a specific product, and use free shipping, discount coupons and other offers to encourage activity.

Why combine Bronto and Omniture?

Here are a few reasons:

• Higher revenue—Combine web analytics data with a rich marketing platform for more targeted messages and offers leading to higher conversions and more revenue.

• Deeper engagement—Get to know your target audience, their preferences and buying behaviors, and learn to anticipate their needs and interests to create customer loyalty and repeat purchases.

• Cross-channel-ability—Collect data that you can use to reach your buyers in new and creative ways through other channels, including SMS messaging, Twitter and Facebook.

How does the integration work?

Bronto provides Adobe with a nightly data feed that includes the details on the messages that have been sent and those that were successfully delivered. Bronto also provides Adobe with the contacts that opened, clicked, and unsubscribed from the message. In response, Adobe provides Bronto with “remarketing segments” that identify the contacts with their actions: Product Views, Product Purchases and Cart Abandonment.

That’s it for now! Tune in next week for more on retail and commerce-specific features in Bronto.

Damian Trzebunia ("Che-boon-ya")
Product Marketing Manager
Bronto Software