FreshAddress Enters Email Intelligence Fray
By Ken Magill
Email data-services firm FreshAddress today announced the relaunch of an email competitive-intelligence service.
Dubbed Emailium, the service provides a searchable real-time-updated database of commercial emails from 9,000 brands going back to 2009, according to FreshAddress.
The service was created by James Paden, who is currently director of product management at Oracle, in 2009. FreshAddress recently acquired the service and claims to have revamped it.
Emailium captures the deployments of 20 some email service providers across 140 industries, according to FreshAddress.
Email marketers can search Emailium’s database by industry, company, subject line, body text, color, send date, or ESP, according to FreshAddress.
Also, according to FreshAddress, each creative is interactive, viewable with and without images, and includes full HTML source code.
The move puts FreshAddress in competition with two other competitive-email-intelligence providers: Return Path and eDataSource.
FreshAddress’s service will be lower priced than Return Path’s or eDataSource’s, according to Mike Iarrobino, product manager for FreshAddress.
“There is a case to be made for all three, depending on who you are,” said Iarrobino. “Return Path and eDataSource are great products. They have a very high price point. They’re a big solution.
“Our product comes in at a lower price point,” he said. “I think of the person who is signing up manually for competitive emails and is one guy who is wearing too many hats as the perfect fit for Emailium.”
Emailium also can serve as creative inspiration much in the way so-called swipe files—files of competitors’ campaigns used to steal ideas—have worked for traditional direct-marketing creative-services employees over the years, according to Iarrobino.
“One use-case is the email geek saying: ‘How the heck am I going to put together a black Friday email again?’” said Iarobbino. “We’re very visually oriented. It’s very Pinterest style, so it will appeal to those who are design inclined.”
“You can access the full interactive email rather than just the image,” added Katherine Boyarsky, marketing associate. “We offer the full HTML source code for the email.”
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