Broker Using Online Shopping Certificate As Signup Incentive

SureTrade has initiated an IRA promotion that it says makes it the first online brokerage firm to incorporate "rich media" and interactive email technology in direct marketing, delivering an incentive in the form of a cash-value certificate from Conshohocken, Pa.-based Webcertificate.com. Lincoln, R.I.-based SureTrade, a division of FleetBoston Financial, has partnered with eCommercial Inc. to create a rich media "movie" message to send to current and potential customers. Those who open a new IRA and fund it with at least $500 will receive a free $75 Webcertificate via email within 7 days of signup. The certificate is good for shopping anywhere on the Web where major credit cards are accepted, says the firm. An "Add Funds" feature allows recipients to add value to the certificate if they want to. The rich media message features a video, with sound, of Don Montanaro, SureTrade's president, explaining the offer, along with more information. The message can be viewed, says the firm, with a streaming Microsoft Media Player format on SureTrade's Web site, or via an email that requires no plug-in to view. Aliso Viejo, Calif.-based eCommercial's ecount technology allows online, real-time tracking for the program and an integrated "pass it on" feature.