• by Ray Schultz , July 13, 2017

OneSpot, which offers a content-sequencing platform based on machine learning, has integrated its InBox solution with several email service providers (ESPs), the company announced. 

The OneSpot ESP roster now includes Cheetah Digital, Epsilon Agility Harmony, Cordial, Zeta Global, HubSpot, Salesforce Marketing Cloud, IBM’s Watson Campaign Automation and Marketo. All have been added in the last 12 months. Oracle Responsys was announced in February 2016. 

The firm provides ESPs with “a content-decisioning engine they can use through their existing API infrastructure,” enabling them to make one-to-one content recommendations at scale, says Damian Borichevsky, SVP of customer success and business development for OneSpot.

Borichevsky notes that “most EPSs do not have a content-decisioning engine. 

OneSpot, a 5-year-old company, serves enterprise, Fortune 2000 companies, including Nestlé, IBM, Paychex, Whole Foods Market, L’Oréal, Delta Faucet and Norton by Symantec.

For publishers, the InBox engine can curate evergreen, first-party content into hundreds of thousands of email versions, instead of four or five based on rudimentary segmentation, Borichevsky claims.

This machine learning capability significantly outperforms editors, Borichevsky says. It’s also more efficient, eliminating the need for hand-curating. Far from making editors redundant, the service frees them to create content instead of simply curating it and “making generalizations,” he adds. 

OneSpot also automates the injection of content into promotional offers. For one client, it inserts recipes; for another, content on abandoned products.

Clients sometimes use the services with their ESPs before OneSpot reaches out to them. 

Borichevsky offers two tips for email marketers:

1. Explore new capabilities. “There are significant improvements, enabling them to do things they always thought weren’t possible,” he says.
2. Don’t let “your email cadence be driven by a fear of unsubscribes or saturation. Subscribers are open to receiving interesting content from brands.”