Alterian Introduces Real-Time Adaptive Email


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Tackles “Email Relevance Gap” by Adapting Content at the Time of Open and Re-Open

DENVER, SYDNEY & BRISTOL, UK – September 25, 2017Alterian announces Real-Time Adaptive Email – an email experience tool that increases engagement by solving the “Email Relevance Gap” between the time that emails are sent, opened and re-opened by customers and prospects.

“Marketers have long struggled to increase engagement because trigger-based email messaging has failed to stay relevant between the time the email is sent, opened and re-opened,” said Bob Hale, Alterian CEO. “With Real-Time Adaptive Email , we have come up with an extremely fast way to ensure that messaging always stays relevant based on new customer data collected between the time of email delivery to email interaction.”

Using Alterian’s Chameleon™ Adaptive Customer Experience™ Platform , Adaptive Marketers™ can create fully contextual audience segments, immediately drag and drop them to create and orchestrate the campaign, and personalize messaging in-the-moment all from the same tool. As a result, marketers can increase email engagement with hyper-targeted personalized emails that stay relevant based on every cross-channel interaction with brands leading up to the moment of email open and re-open.

Following the release of Alterian’s Millisecond Marketing capabilities in July, Chameleon’s Real-Time Adaptive Email is an important component of creating the ultimate adaptive customer experience.

Real-time Adaptive Email capabilities includes:

Contextual Audience Segments

  • Create fully contextual audience segments using both slow (historical) & fast (in-the-moment) customer information from Chameleon’s Adaptive Marketer™ Data Environment

Integrated Campaign Orchestration

  • Turn insights into action with drag and drop functionality to create campaigns using integrated audience segments from Chameleon’s Insights component

Real-time Adaptive Personalization

  • Keep email content relevant by personalizing messaging in-the-moment based on new customer behavior between the time of send, open and re-open.

Because Chameleon’s Dynamic Decision Engine is centralized in the cloud and makes the latest state of the customer relationship available in less than 100 milliseconds, email messaging is personalized based on all the new fast (in-the-moment) data and slow (historical) data learned between the time of send and engagement.

With Real-Time Adaptive Email, Adaptive Marketers ensure email relevancy no matter what the use case may be:

  • Dynamic Offers
  • Self-Adjusting Offers
  • Timed Offers
  • Time from Purchase
  • Aggregated Customer Details
  • Cross-Channel Clicks & Browsing Activity
  • Up-Sell / Cross-Sell
  • Weather
  • Countdown Timers
  • In-Stock / Out-of-Stock
  • Social Media Activity
  • Known & Unknown Customer Email Receipts

“Customers move fast — marketers’ emails need to move faster,” continued Hale. “Trigger-based journey maps can work for sending personalized emails based on customer behavior, but relevance has suffered as customers all-too-often deviate from the planned path. Real-Time Adaptive Email fills that relevance gap.”

Find out how to become an Adaptive Marketer and boost customer engagement with Real-Time Adaptive Email here.

About Alterian
With over 20 years of experience, Alterian helps marketers around the world adapt to the unpredictable behavior of their customers so they can always send the right message no matter where and when an interaction occurs using the Chameleon™ Adaptive Customer Experience™ Platform.

Visit to see how Adaptive Marketers™ are maximizing every opportunity to increase the lifetime value of each customer, one relationship at a time. Alterian is headquartered in Denver, with offices in Bristol, UK and Sydney, Australia. Follow Alterian onTwitter and LinkedIn.

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