Email Marketing firm Buys Loyalty Matrix

Email marketing specialist Responsys has purchased predictive analytics company Loyalty Matrix, and appointed Ed Henrich as VP Strategic Services to oversee its integration.

The acquisition will enable Responsys to offer analysis which allows marketers to identify their most profitable customer segments, and design optimal marketing campaigns to target them. The Loyalty Matrix system builds predictive models by taking into account past behaviour such as campaign response rates, lifetime customer value, intent to purchase and future propensity to attrition.

Henrich joins from direct e-mail firm Yesmail, where he was President. Since 1997 he had been responsible for the firm's analytics reporting system and client e-mail marketing programmes. Prior to this, he was a Venture Capitalist at Internet Capital Group, and a Senior Consultant with McKinsey & Co. Henrich is a frequent guest speaker at JupiterResearch, ClickZ and DMA conferences. He holds a PhD and MS from UCLA, and a BS from Drexel University.

Scott Olrich, Chief Marketing Officer of Responsys explained: 'The Loyalty Matrix acquisition will allow Responsys to become an on-demand marketing company capable of helping marketers not only deliver, but now predict and deliver the right message to each customer via e-mail, direct mail and mobile channels. Direct marketers can now improve campaign profitability and customer satisfaction by determining the best mix of marketing messages for each customer.'

Loyalty Matrix's employees will join the Responsys team at the Redwood City office in California. The buyer is on the web at www.responsys.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.