Entertainment e-mails can promote sales

New York-based CyBuy, a transaction service provider that commerce-enables digital advertising such as banner ads and email messages, is gearing up to support more than just rich graphics with its retail clients. “Retail marketers who combine entertainment with commerce will sell more,” says Domenic DiMascia, CEO. He expects the e-mail marketing segment to start including streaming video, sounds and flash technology to promote messages. “When retailers get into even richer media than graphics we expect to see some really interesting lifts in response rates,” he says. CyBuy currently offers such features as rich HTML graphics, allowing recipients to order products directly from e-mail, and a streaming flash solution.