MessageMedia, which delivers and
measures e-mail marketing campaigns, this week partnered with RadicalMail to integrate the
company’s technology into its offerings, enabling marketers to send
streaming video and audio ads.
The Java-based technology places the streaming audio and video directly
into the body of an e-mail without requiring the recipient to launch a web
browser or install any software. In addition, the solution can also bring
interactivity to the equation, allowing e-commerce transactions to take
place within an e-mail message.
“This announcement highlights MessageMedia’s commitment to offering clients
the most advanced e-mail technology solutions available,” says Larry Jones,
president and chief executive officer of MessageMedia.
The idea, of course, is to make marketing messages more dynamic,
interesting, and, hopefully, relevant to the recipient. And the e-commerce
capability makes it easier for the consumer to make an impulse purchase,
without having to do anything more than click.