A new partnership between digital marketing solutions company Coremetrics and e-mail marketing technology provider Experian CheetahMail promises to deliver marketing messages based on a customer’s Web site activity, according to the companies.

Coremetrics Australia and New Zealand general manager Kevin Mackin said targeted e-mail campaigns are a powerful way to build customer relationships.

“Understanding and applying detailed knowledge about what customers are buying and which parts of the Web site they’re visiting means you can open a very personal dialogue with them through your e-mail campaigns,” Mackin said.

Coremetrics claims to give businesses the ability to track the behaviour of customers who are returning to a site, which reduces the possibility of the same marketing e-mail being sent twice.

“Australian businesses have grasped the value of delivering relevant content on their Web sites but they need to apply this approach to all forms of communication, especially e-mail campaigns,” Mackin said. “Imagine being able to identify customers who’ve abandoned their shopping carts with items still in them, and prompting sales with a tailored reminder notice or relevant ‘sale’ opportunity?”

Experian CheetahMail general manager John Merakovsky said the addition of Web-based behavioural data enables marketers to re-engage and connect with customers when they are in a buying mood.

“By allowing businesses to identify customers’ individual product and service preferences through their browsing behaviour, we’re making it much easier to increase conversion rates by sending targeted and relevant information,” Merakovsky said.