RealTime IT News

BlueStreak Launches RichMail Service

Internet advertising and e-commerce technology provider BlueStreak.com launched RichMail, an extension of its E*Banner and On-The-Fly offerings to the e-mail marketing universe.

The application allows merchants and agencies to capitalize on rich media and transactions in their e-mail campaigns, pushing personalized, interactive offers directly to the user's desktop.

Recipients can evaluate offers and complete transactions directly within the e-mail, without needing to launch a browser and click-through to a Web site.

RichMail is designed for online direct marketing agencies or merchants with in-house e-mail marketing infrastructure, who execute e-mail marketing campaigns and manage address lists for their clients.

RichMail uses Java microapplets that let merchants get detailed reports on how many e-mail messages were actually opened and how the viewer interacted with the ad.

RichMail campaigns begin with content generated by an agency or an advertiser's internal creative department, using BlueStreak.com's E*Banner and On-The-Fly.

Advertisers can also incorporate package components, called ActionPaks, into the e-mail ads to deliver extra capabilities such as streaming audio, e-commerce, information exchange, etc.

Using an e-mail distribution service, merchants can target the recipients of the ads with an e-mail message containing a snippet of HTML code. Once the recipient has opened the mail, the e-mail calls the server and the ad loads, delivering it in real-time.

RichMail pricing varies by campaign, based on a CPM rate depending on volume; transactional RichMail typically has part of the pricing based on performance, the company said.

Separately, BlueStreak said that AT&T has chosen BlueStreak.com as a rich-media partner and will use its online advertising rich-media technology to create 12 campaigns that combine electronic commerce, interactive information exchange and online banners.

Spending was not disclosed, but the deal represents 300 million impressions served over a six-month period. BlueStreak.com will serve the banners to current AT&T Web partners sites. AT&T joins Pfizer, Onsale, Ford Motor Co. and others as BlueStreak.com customers.