To enhance the customer-brand relationship via multi-tiered engagement, email software company StrongMail Systems Inc. is offering new SMS messaging capabilities for event-triggered alerts.

The company has formed a strategic partnership with Sybase 365, a leading player in mobile messaging interoperability and mobile content delivery, to send alerts and notifications to customers in real-time.

"The next generation of customers is used to using mobile devices," said Tricia Robinson, vice president of product and market strategy at StrongMail, Redwood City, CA. "We want to provide marketers the opportunity to take part in a multichannel dialogue."

Per the agreement, StrongMail-generated SMS messages will be delivered via Sybase 365's 700 mobile operator connections around the world, including Verizon Wireless, Vodafone, T-Mobile, AT&T, Telefonica and China Mobile.

StrongMail integrates email delivery, tracking and campaign management software on servers that are optimized for maximum deliverability. The company's in-house approach offers brands an alternative to outsourced solutions.

The company also offers Email Marketing Server 4.0 software that allows marketers to increase the relevancy of email campaigns with database technology and preference settings.

Other key features in that software are smart-bounce processing to keep lists clean and safeguard sender reputation, and support for transactional and SMS messaging to maintain brand across channels, Ms. Robinson said.

To alleviate data security concerns, a StrongMail server connects directly to a company's internal system, allowing marketers keep customer data safely stored behind a firewall.

"FTC best practices mandate how customer data can be stored and accessed," Ms. Robinson said. "For financial institutions the on-premise model works for them."

Though StrongMail has no customers yet for its SMS offerings, financial institutions such as Bank of America are already using this type of technology for checking and credit card alerts.

"SMS has picked up for marketers because we've come up with practical applications for it," Ms. Robinson said.