E-mail marketers get video-enabled with Talkway

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Xchange, Digital Impact and 24/7 Media have teamed up with Talkway so that they can offer multi-media e-mails as part of their direct marketing packages.

According to predictions, more than 4.8 billion e-mail marketing messages will be video-enabled next year – a high impact, cost-effective way for marketers to reach their target audience.

Talkway will take any video marketing content in analogue VHS, 8mm, or digital format and encode it for streaming over the Internet, then store it on the servers. Recipients can open their e-mail to begin streaming the video message. Talkway tracks recipients that view the video messages and then provides a detailed follow-up report.

“Digital Impact works hard to help businesses maximize their Internet marketing potential,” said William Park, chief executive officer at Digital. “The tracking and reporting capabilities combined with our mass personalisation engine helps us provide our clients with measurable results so they can cross- and up-sell.”

“Highly personalised, dynamically rich e-messaging is an integral piece of the strategic e-CRM puzzle, and a significant part of Xchange’s ASP business,” said Robin Green, executive vice-president of the Americas at Xchange. “The addition of Talkway’s broadband and narrowband technology to the Xchange e-CRM solutions suite helps clients create even more powerful, high-impact targeted customer communications.”

“Talkway’s MarketingTalk can support messaging campaigns of any size,” said Shannon Carter, executive vice president at Talkway. “Through our partner sales program, Talkway offers high quality audio/video content delivery via narrowband or broadband connections.”

Talkway’s MarketingTalk and PersonalTalk provide high-quality audio/video content that requires no software downloads for playback and functions at connection speeds ranging from 28.8 kbps to T3. The player operates using simple VCR-like controls, ensuring that nearly everyone can receive audio/video messages.

Xchange is using the RadicalMail platform to allow marketers to gauge the performance of their e-mail campaigns instantly, allowing them to make adjustments on the fly. RadicalMail tells the marketer when the e-mail was opened, how long it was viewed, if and when it was forwarded to others, and the actions of the referred recipients. To protect privacy, the data reports do not rely on personal user information.

“Xchange is successfully driving more effective customer communications through personalised, permission-based marketing efforts,” said Bruce Stein, chairman and CEO at Radical Communication. “Working together to add streaming media, e-commerce, and tracking functionalities to their offering, we’re able to give their clients the most sophisticated e-mail campaigns possible.”

The Xchange suite of products gives companies a single, real-time view of the customer, allowing them to personalise and synchronise their campaigns across multiple channels, such as mail, e-mail, WAP, the web, call centres and the local office. The company also offers hosted services as an ASP, and marketing consultancy for small and medium sized businesses. It employs 500 staff in four continents.

Xchange’s customers include Merrill Lynch, Royal & SunAlliance, The Woolwich, Abbey National, Thomas Cook, DaimlerChrysler, Sky, Vodafone, FedEx, Bank of America, Bell Atlantic and Great Universal Stores.



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