News

Email Deliverability for Marketing Campaigns Boosted by Launch of Traction 3.50

20 Nov 2008

Sydney, Australia, 20 November 2008: Traction, MassMedia Studio’s leading multi-channel relationship marketing tool, today launched Traction 3.50, with enhancements which focus on increasing deliverability, readability and usability of email and to help tackle the challenge to email marketing professionals caused by growing spam volumes.

Traction 3.50 provides a number of new tools to help the email marketer, including access to a screenshot of the email being sent in preview from up to 40 email software clients; access to data from a set of spam filter assessment tools including the SpamAssassin software and a new partnership with Return Path’s Sender Score Certification program.

Return Path’s Sender Score is a measure of an email sender reputation. It is a solution that helps determine deliverability for 40 percent of all email inboxes, including 67 percent of all consumer inboxes.

To assist with the creation of marketing emails, Traction 3.50 provides an auto-generated online version of the email as well as online image and file hosting for email content which is accessible directly from Traction. The reporting facility has also been enhanced with an upgraded Delivery Report and a new Email Benchmark Report.

This focus on email as opposed to the other communication channels that Traction supports such as mobile, iTV and others is an acknowledgement that email has been a vital part of digital marketers’ campaign strategies for many years and is currently facing many challenges from the ongoing increase and sophistication in spam messaging.

Damian Byrne, Managing Director of Traction commented: “The rise in the level of spam volumes is causing ISPs to toughen their spam filters making it harder for legitimate email to reach recipient’s inboxes. With the release of Traction 3.50 we’ve focused on doing everything we can to ensure that legitimate marketing emails get to their destination.”

“The other area we’ve worked on is the design of marketing emails. The ever changing landscape in email client software means that an email that looked great last year may now render incorrectly in a particular email client.”

“We’ve updated Traction to manage this by providing live screenshots of emails from a range of email software clients as well as the ability to host images and files needed for the email design accessible directly from Traction,” concluded Byrne.

Traction is already a popular web-based communication platform used by a number of global organisations including Adobe, Unilever, Cadbury and Audi among others. The launch of Traction 3.50 will enable these companies and others to run successful marketing campaigns on the platform into 2009 and beyond.

About Traction
Traction is a multi-channel digital communications platform that allows brands to manage all of their digital marketing in one place.  Traction can implement any kind of digital marketing campaign including broadcasts, promotions, competitions and surveys across any digital channel including the web, mobile and email.  Traction builds data-rich user profiles by capturing information about every single user interaction and its advanced targeting capabilities allow brands to start intelligent one-to-one communications with their customers and prospects.

Used by leading brands across a wide range of industries Traction has a suite of industry leading functions that are constantly being refined and updated.

About Return Path
Founded in 1999, Return Path is an e-mail performance management company dedicated to helping its clients build better relationships with their customers, generate higher response rates, and achieve significant returns on their investments from their e-mail programs. More than 1,500 companies currently use Return Path's services to generate superior results from their e-mail programs, taking advantage of Return Path's pioneering innovations in deliverability, e-mail list quality solutions, customer acquisition, online market research, and best practices strategy. For more information, please visit www.returnpath.net.

Media Contacts:
Andy Sommer
Spectrum Communications
+61 2 9954 3299
andys@spectrumcomms.com.au