November 29, 2001, 12:00 AM

Nudging consumers to buy from an e-catalog

In a test with 1.2 million participants, Internet shoppers that received an e-mail catalog generated 17% more revenue than a control group that received an HTML graphic e-mails, Mobular Technologies says.

Mobular Technologies Inc.’s e-mail catalog technologies could blow the doors off of the current response rates for HTML e-mails. In a test with 1.2 million participants, the group that received the e-catalogs generated 17% more revenue than the control group, which received only HTML graphic e-mails, says John Horack, president.

The catalogs work because Mobular Technology¹s engine uses an algorithm to detect the recipient¹s e-mail capabilities, then sends the catalog in the appropriate format.

Retailers trying out the Mobular Engine-powered e-email campaigns with Mobular Technologies include music company BMG Entertainment and West Marine, which sells marina supplies, and about 10 other undisclosed clients. The company is working on adding a check-out feature as well so recipients can shop directly from the e-mailed catalog, the company says.

 

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