Purchase-Enabled, Streaming-Content E-Mail Offered
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E-commerce company EC Direct and @Once, an online direct marketing company, said they are teaming up to use RealNetworks Inc. technology to provide purchase-enabled e-mail with streaming media content.
The new Buy@Once service combines EC Direct's EConductor Direct transaction management solution with @Once's targeted online direct marketing system to create personalized e-mail offers that include direct purchasing opportunities.
Paired with Seattle-based RealNetworks' streaming media capabilities, Buy@Once gives Web merchants the ability do such things as send personalized e-mails that give buyers a taste of the product for sale, by including streaming audio from a compact disc or video from a newly released film.
The e-mail can also offer related products like flowers or chocolates for immediate purchase through embedded 'Buy@Once' buttons. Consumers never have to leave the e-mail application, the companies said. Financial arrangements among the companies were not disclosed.
Buy@Once also tracks ROI so merchants can better understand response rates for online direct marketing campaigns and measure the effectiveness of their offers.
"@Once and Real Networks have delivered on the promise of the Internet, by presenting compelling content directly to consumers, enabling people to really experience products before they make a purchase," said Dave Mullan, president and CEO of Seattle-based EC Direct. "Buy@Once. . .allows Web merchants to deliver the right offer at the right place at the right time."