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AdRoll pushes beyond display advertising with email retargeting platform SendRoll

Ad-tech firm AdRoll is looking to move beyond its roots in traditional display advertising and branch out into other areas of marketing, according to its chief technology officer, Valentino Volonghi.

Volonghi:

Volonghi: “There is a lot of opportunity beyond display”

The first extension product of its retargeting technology, ‘performance email marketing platform’ SendRoll, is set to launch in Australia this week, with Volonghi signalling more products are set to follow.

“There’s definitely a lot of opportunity to build marketing tools that go beyond just display ads,” he told Mumbrella. “In particular, there are a lot of high-performance channels AdRoll has not worked on before, and with the experience we’ve got in machine learning we feel we are best positioned to deploy all of our technology in new channels like email – that will be the start.

“We have a labs section, where we do experimental work on new potential products and tech, but our focus for the past year has been to perfect our email offering.”

The company claims SendRoll is the first email product of its kind, with the product sold on a cost-per-click model. It sends customers an email with personalised content at what it claims are “critical moments” in the purchase cycle.

Volonghi said while email marketing is a big channel no-one else had been focusing on performance email marketing, turning the web into a “data treasure trove” for advertisers to send “highly personalised” emails to people.

He added that they were discouraging their advertisers from “spamming” their databases with the cost-per-click model, which he said benefits those who tailor their messaging to users.

sendroll

The product launched in March in the US, but the team had to develop different privacy and data protocols to come into line with local laws in other markets.

Volonghi claimed the platform, designed to integrate with mainstream email marketing platforms, had seen 70% open rates with clients so far, and claimed a click-through rate of around 30%.

He said that was based on marketers sending just one email to customers per week, again avoiding being considered as spamming their customers, and said there is a 10% conversion rate for the emails.

But he said they needed to avoid “bombarding” customers with messaging, with the email product working with the display retargeting network to avoid that happening.

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