E.piphany Adds E-Mail Tools

E.piphany Inc. this week will update its E.4 System data analysis application with e-mail marketing tools, a welcome utility for corporations looking to use e-mail to market their products and services.

The San Mateo, Calif.-based company will announce that it has added E.mailer to E.piphany E.4 System this week. E.4 System includes tools for identifying and analyzing customer segments and creating customer preference profiles. With E.mailer, E.piphany customers can develop e-mail marketing campaigns based on data extracted through the E.4 analysis process.

Messages created with E.mailer can include historical and transactional data targeted at specific customers. For example, a cellular phone company might alert high-volume callers of pricing plans that fit their usage profiles.

Dennis Yu, marketing manager at AMR Corp. in Fort Worth, Texas, said his company purchased E.phipany E.4 because of its ease of use, integration with disparate data sources and detailed analysis capabilities.

"It's a three-legged stool," Yu said. "If you took one of the legs away, you couldn't sit on the thing. Even if a product has all the functionality in the world, if it wasn't easy to use, no one would use it."

AMR subsidiary American Airlines plans to use E.4 to analyze data extracted from its customer loyalty database, BroadVision Inc. applications and other data stores. American Airlines uses e-mail for some programs and would like to update its campaigns with more targeted offers but is undecided on how best to expand its e-mail-based marketing campaigns.

"You have to be very careful not to burn the e-mail channel," said Yu.

"Customers are very sensitive, because a lot of small outlets are taking advantage and abusing the e-mail because of its low cost."

E.mailer includes an opt-out feature that allows recipients to request to be removed from mailing lists. E.piphany competes with vendors such as Broadbase Software Inc. in Menlo Park, Calif., and Annuncio Software Inc. in Mountain View, Calif.

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