April 30, 2001, 12:00 AM

Video comes to e-mail marketing and boosts response rates 28%

First it was just plain old text e-mails, then graphic-rich e-mails using HTML. Now it’s video-based e-mail.

First it was just plain old text e-mails, then graphic-rich e-mails using HTML. Now it’s video-based e-mail.

Vendaria Inc., a provider of streaming video solutions for sales, marketing and merchandising, and iEntry, a provider of business-to-business search engines and the publisher of e-business focused e-mail newsletters, released the results of their first video-mail marketing campaign.

Vendaria and iEntry partnered to evaluate the effectiveness of Vendaria`s streaming video delivery platform in increasing the effectiveness of iEntry`s e-mail-marketing campaigns. The companies report that the Envision Video Mail platform increased click through rates almost 28% over a control group.

The partnership between iEntry and Vendaria measured the benefits of including streaming video as part of an e-mail-marketing campaign by sending e-mail messages to two user groups. The first group received a personalized HTML newsletter without the Vendaria Envision Video Mail component, and the second received the e-mail message with a short video embedded into the content. The second group`s click-through rates after watching the video were 27.7% higher than the group that didn`t receive video.

"The iEntry partnership allowed us to statistically validate the benefits of our video e-mail platform when used as an integral part of a targeted marketing campaign," said Scott Ferris, president and CEO of Vendaria. "Because of the inability of static pictures and text to engage a consumer, iEntry`s use of streaming video in e-mail-marketing campaigns gives them an advantage over their competitors."

In another piece of news about e-mail videos, DoubleClick Inc., a digital marketing solutions company, and Radical Communication Inc., which provides interactive messaging, have entered into a partnership to deliver rich media and interactive email. Radical Communication`s patent-pending, interactive e-mail platform enables the delivery of streaming audio and video directly into the body of an e-mail. "More and more e-mail customers are looking to incorporate rich media technology into their e-mail marketing campaigns," said Nancy Joyce, general manager, e-mail list services for DoubleClick. "Through this partnership, we are able to provide marketers with expanded e-mail functionality."

The companies says RadicalMail does not require the recipient to launch a web browser, download or install any executable files, or have any preinstalled media players or plug-ins. The interactive e-mail technology also allows for secure data collection in the body of the message, enabling seamless e-commerce transactions and closing the distance from impression to conversion, the companies report. "We`re excited that DoubleClick has chosen to integrate our technology into their product offering," said Bruce Stein, Radical Communication`s chairman and CEO. "Together, we are engaging consumers across the spectrum of Internet applications."

 

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