Alterian Releases Real-Time Adaptive Email
Alterian is one of the grizzled old timers of the martech world, founded 20 years ago as a PC-based campaign management engine. They’re probably horrified to see that mentioned, since they’ve recently rebuilt their technology. But it’s relevant because the firm’s deep experience shows in the sophistication of its approach to customer management. They’ve just released “adaptive email”, which is superficially just run-of-the-mill open-time email rendering, but draws on real-time audience segmentation and integrated campaigns to make the updated messages highly relevant to recipients.