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Pivotal Veracity Unveils B2B Delivery Optimization Tools First Solution to Bring Advanced Delivery Tracking to the B2B Market August 3, 2004 - Pivotal Veracity LLC, an independent email delivery audit and management company, today introduced eDelivery Tracker for B2B, a new delivery optimization solution specifically designed for business-to-business (B2B) marketers. Deliverability tests in simulated corporate inbox environments show that legitimate email often have words or images that trip anti-spam filters, giving B2B marketers more reason to be concerned with deliverability standards. With spam hovering at 60% of all email volume and the corresponding incidence of false-positives rising to more than 20% of all legitimate mail, the new eDelivery Tracker for B2B offers the only online direct marketing seeding that delivers complete feedback to clients on their email campaigns. Email and marketing analytics expert, Eloqua Corporation, worked with Pivotal Veracity during its development of the eDelivery Tracker for B2B by conducting comprehensive testing against numerous Internet Service Provider (ISPs) filters. Eloqua was able to accurately gauge deliverability factors, and identified common trends and best practices for B2B email deliverability. "Pivotal Veracity has demonstrated its leadership in the independent deliverability arena by introducing the first B2B delivery tracking solution that allows legitimate, permission-based B2B companies and email marketing vendors to track and optimize email delivery rates," said Mark Organ, CEO of Eloqua Corp., a provider of marketing and sales automation software and services. "B2B companies are relying more on email marketing to communicate with prospects and customers, making deliverability critical to their organizations' success. Unlike B2C marketers where the cost of non-delivery is simply a lost cross-sell opportunity, the impact of deliverability for B2B marketers is greater because gross margins, costs of lead acquisition, purchase amounts and referral rates are significantly higher." The Cost of Non-Delivery in the B2B Market The high value of individual B2B prospects, and the risk associated with making a mistake in communicating with them, place a premium on tracking the interest level and personal needs of each prospect. This ensures that spam blockers do not prevent email from reaching them and ultimately compromising potential revenue or customer loyalty. B2B marketers tend to have hundreds of individuals in their organizationæfrom salespeople to account managersæwho are distributing emails to their clients. This makes it more difficult to easily track the extent and impact of non-delivery. In addition to sending marketing collateral, B2B marketers send time-sensitive, customer communications such as invoices, sales proposals and project plans which increases their concern over deliverability. These issues, coupled with the fact enterprise IT managers tend to be more aggressive at filtering mail than the top consumer based ISPs, result in a complex problem that is more difficult to track, more difficult to control, and more likely to impact existing client relations than the non-delivery issues faced by B2C marketers. "Unfortunately, the monumental achievements made by the anti-spamming, virus and phishing communities have come with a cost," said Deirdre Baird, president of Pivotal Veracity. "With the incidence of false positives also on the rise, businesses are feeling the impact from the non-delivery of even everyday customer correspondence. We know of one agency that was at risk of losing a client because its email statements were being rejected by the customer's email system, leading the client to question the agency's ability to effectively direct any communications strategy." About eDelivery Tracker for B2B Pivotal Veracity's eDelivery Tracker for B2B enables business marketers to identify whether their emails are reaching the inbox, are being redirected to bulk/quarantine folders or are being deleted altogether. Placement statistics are provided across a range of B2B email environments to include in depth coverage of the top mail hosts for small- and medium-sized enterprises (SMEs), to include more than 5.2 million domains, as well as comprehensive coverage of the large enterprise receiving community with representation of more than 300 million users. eDelivery Tracker for B2B also helps enforce email communication policies that allow organizations to communicate effectively with their customers. About Pivotal Veracity Founded in 2003, Pivotal Veracity is an independent email delivery auditing and management company that enables permission-based email marketers to improve their email delivery. The Company's technology helps businesses and their chosen deployment vendors analyze their email campaigns and decisively improve inbox placement. Pivotal Veracity's customers are Fortune 1000 marketers. The Company also partners with leading direct marketing providers including Eloqua, ExactTarget, Eclipse Direct Marketing, Blue Hornet, @Once and Direct Media. A supporter of CAN-SPAM, Pivotal Veracity believes in responsible direct marketing and 100% double-opt-in list generation. For more information on Pivotal Veracity, please visit http://www.pivotalveracity.com/. About Eloqua Corporation Founded in 1999, Eloqua Corporation is a leading provider of marketing and sales automation solutions and services for businesses demanding measurable and repeatable revenue increases from otherwise static customer data. Eloqua's award-winning technology platform enables sales and marketing organizations to maximize their efforts, acquire and build effective relationships with customers and prospects, and embrace the full power of customer relationship management (CRM) applications. For more information, please visit www.eloqua.com or dial 866-FAST-ROI (327-8764). Contact
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