Clients of the company, including Footlocker and BMG Music, will be able to administer transactional and marketing emails through the same system, using e-Dialog's Precision Transaction Messaging.
Transactional messages are traditionally sent by a company's IT or e-commerce system so have not offered the opportunity for branding or promotional activity.
Chris Revie, email marketing analyst for Footlocker.com, said: "Since e-Dialog automated our transactional messaging with branding and promotional components, we are able to easily modify the content and make it consistent with the offers we present through other channels."
E-Dialog also provides advice to clients on the best practice cross-divisional integration of transactional messaging.
Simone Barratt, managing director of e-Dialog UK, said: "It's staggering how many companies are missing opportunities to deliver all the benefits of a purchase, whether it's through value-added information or upselling accessories."
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