Email marketing platform provider Yesmail Interactive announced today expansions to the repertoire of capabilities in its platform.

Julie Anne Reda, VP of Product Strategy, said in a statement that, “while many marketers are automating their campaigns, most are unable to devote the time or resources to fine tune their programs so they can reach their full potential in terms of ROI.” She added that the new solutions help provide automation as well as fine tuning, to “ensure our clients are fully optimized and obtain the best ROI.”

Personalization, Send-Time Optimization

One of the new capabilities is the utilization of Personalization Ready Models, which allow digital marketing teams to obtain additional insight without having to devote resources for data analysis. The Models employ pre-built options that include predictive models and bundled industry-targeted packages, so that behavioral indicators can be used for each subscriber.

A new Send-Time Optimization schedules emailing at the best time for engagement with an individual subscriber. The company said its solution is better than others’, in that it factors in purchases, conversions, clicks and opens over a longer sampling period, thus generating a better result than simply relying on email marketing indicators.

Inbox Intelligence

A new feature called Inbox Intelligence offers deliverability and inboxing metrics within the application, which Yesmail said provides a central location for monitoring and maximizing the delivery to subscriber’s inboxes. As with many of its email campaign features, Inbox Intelligence is continually tweaked by Yesmail’s team to avoid issues relating to increasing spam vigilance by ISPs.

The new platform capabilities are the latest in Yesmail's efforts to put more tools for email optimization into the hands of marketers. In October, the Portland, Oregon-based company, part of marketing data solutions provider Infogroup, released a forecasting tool designed to predict the long-term performance of email marketing campaigns, and to establish the ROI.

The user interface of the forecasting tool was designed to present an easy-to-read visualization of analytical data so marketers could see trends. Marketers can also use the tool to interactively test how changes in their planning could impact revenue, ROI and such email metrics as opens and click-through rates.