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Retail marketing customers are becoming more interested in inserting pop-up ads in e-mails because, based on pop-ups’ success on the web, they expect a higher response rate, reports EC solutions company BroadVision.
Even though consumers may not be enamored with the practice, pop-up ads are gaining popularity among retail e-marketers, according to BroadVision Inc., a company that provides enterprise electronic commerce solutions. "In the last couple of months, we’ve seen a growing interest in having pop-up ads in e-mail links mainly because consumers can’t miss them," says Evelyn Horng, senior product manager of commerce applications at BroadVision.
The practice is mew enough that marketers haven’t measured, or at least are not willing to reveal, response rate to e-mails with pop-ups vs. without pop-ups. But Horng says more BroadVision customers are interested in the tactic because they expect better consumer response. BroadVision includes e-mail marketing services with its flagship product, Retail Commerce 6.0.