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L90, RadicalMail Partner to Enhance Viral Marketing Service

Ad firm L90 inked an agreement on Thursday to use interactive e-mail company RadicalMail to audio-, video-and graphics-enable its L90Link product, a customer-acquisition vehicle that's designed to be sent from a consumer to his friends and family.

The deal with L90 (LNTY) is an example of how e-mail marketers are seeking to add enhanced eatures and interactivity, in an effort to better capture consumers' attention. Several other e-mail companies, including Exactis.com, and MessageMedia (MESG) , have made partnerships with RadicalMail to bring the same features to heir offerings.

The RadicalMail technology lets consumers register within the e-mail itself, so they don't have to access the Web. The system also allows for enhanced tracking, since it informs advertisers when an e-mail is opened, allowing them to determine the effectiveness of a message in real time.

"The best endorsement for a product or service comes through word-of-mouth marketing. People often buy products or sign up for services because of a friend's recommendation," said John Bohan, president and chief executive officer of L90.

"L90Link distributes a marketer's message through viral marketing and RadicalMail tells the story through graphics and interactive messaging."