Yes – it’s possible. It’s quick. It’s easy. And it makes precision marketing a reality.

Theodore Levitt developed the idea to talk about customers as "numerous small islands of distinctiveness.” Precision marketing offers customized benefits targeted to specific individuals based upon personal characteristics collected through the organization’s customer database. Precision marketing is all about bringing the left brain back into Marketing. How do you target, recognize patterns, find clusters, optimize; How do you explain what happened, and then use that insight to predict what will happen; How do you identify, retain and build relationships with your best customers?

And how do you get a tool to deliver this for you in terms of personalized, targeted content?

Cartesian Consulting now offers Dynamic Messenger, an email marketing tool, which empowers marketers to deliver targeted messages with dynamic and personalized content to increase audience engagement and build meaningful relationships.

Dynamic Messenger will allow you to send relevant and timely emails to your customer or prospect base, and each email can be customised and personalized based on past transaction history, location, future preferences and propensity to respond or purchase. The software allows easy to use features to assemble the entire email campaign, schedule mailing and deployment, track and report key metrics and create and maintain user groups. 

Five key features of Dynamic Messenger that help make Precision marketing come to life include:

1.      Extensive list management for scheduling and email deployment

Dynamic Messenger enables you to upload multiple lists and create ‘smart lists’ that get auto-refreshed every time a new record is added, updated or deleted. User-related actions such as responses, unsubscribes, bounce-back and spam are also automatically updated.

This means that for every campaign you have an updated list ready to use. The customer receives communication that is relevant keeping his last updated status in mind. No more irritants such as ‘Why am I getting this when I have unsubscribed to your mailing?’ or ‘I moved to Delhi last month and you’re still mailing me flight details ex-Mumbai’

2.      Easy to execute creative capabilities for email design

You can create dozens of different creative templates using a single master template. . A creative library can store all components of the design and it can be used to customize the content, offer, message, call to action and any other element as required.

Whats more, campaigns be created at the corporate level, but can be executed locally at the branch level!

The benefit – every customer gets a message relevant to HIM and him alone. Any prize for guessing what this does to response rates?!!

So now you can have two customers, living next to each other, getting two completely different emails from you (at the same time!) because of different preferences and status data. Kishore Chawla flies day-trips Mumbai-Delhi and hence gets round-trip offers while Sachin Verma, his neighbour is a weekend traveller and hence gets a holiday package with hotels and car rentals thrown in.

3.     Automation – for trigger and response campaigns or pre-defined alerts

You can schedule auto campaign sends every time a new customer joins, a new product is introduced, your customer reaches his 5^th/10^th / 20^th purchase from you, or simply to greet him on his birthday.  

Henceforth, your new customers will automatically be greeted by a personalised message when they join. Imagine how happy your customer will be when he gets a special 25% discount meant only for him in the month of his birthday or he is informed that a new book has been released by an author previously listed as his favourite. Execution becomes a non-issue because the entire process is automated. See customer delight in action! 

4.      Real time data capture, tracking and reporting

Dynamic Messenger provides a centralized platform to track messages at a campaign level and at an individual recipient level, with email delivery performance reports.

With real-time reporting, you can now instantly communicate the best hotel deals in Goa to a customer who has made a return Mumbai- Goa flight booking on your site or send the best deals on digital cameras to a customer who has only browsed your site but not made any purchase at that time. And send a thank you note to all customers who have indeed responded to the offer for an exclusive skin consultation you made to them 3 days ago! All this and more, simply by logging into the reports section and knowing who has clicked, who has not!

5.      Accurate history and activity tracking

All aspects of campaign deliverability and recipient engagement are logged, tracked and can be retrieved at an aggregate level as well as individual level. All this is done following email best practices and industry compliances.

Now you know that you need to win back your customer who has not purchased from since the last 12 months, when infact earlier, she earlier shopped every quarter. Or talk to your loyalty program member, who purchases from each month to incentivise him to refer his friends and family as well. Less worries of irate, unhappy customers – now send the right message to the right person at the right time!!

Integration with Analytical Platforms

Dynamic Messenger is also integrated with Alterian, Cartesian’s robust and high speed analytical platform, to provide comprehensive data management, analysis, campaign management and reporting solutions for highly targeted marketing activities at reduced costs and increased revenue.

Now use data mining, predictive analysis and churn modeling for response data, and build a deep, insightful picture about your customer.

All of this can be done without having to rely on IT or resources outside of Marketing! To know more, contact us as This e-mail address is being protected from spam bots, you need JavaScript enabled to view it or call us at +91-22-24960033