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BizReport : Email Marketing : December 22, 2010

Microsoft, Responsys partner for interactive email

In the New Year, brands may find deeper engagement with consumers through email. Why? A new partnership between Microsoft and Responsys. The two are partnering for a new email option called Active Views, which gives the ability to click directly from the email marketing message.

by Kristina Knight

responsys.jpg"By partnering with Hotmail to offer Active Views for our clients, we're helping to pioneer new email technologies and innovations to give people a more convenient and flexible way to interact with email content and services they prefer," said Aaron Smith, Vice President of Campaign Services at Responsys.

Active Views will allow marketers to send more engaging emails to Microsoft's Hotmail customers. Advertisers have a secure area from which to run marketing code; this security gives consumers, too. From email marketing messages, consumers can access forms and conduct inline actions which are built into the email rather than clicking a link to another website and from there engaging with the product or offering.

According to a recent eMarketer report, the total online ad spend (US) is expected to reach $40.5 billion by 2014, that in a 12% growth rate over the next three years. The ad spend in 2010 is expected to hit $25.8 billion, with the fastest growing segment video advertising. Still, tried and true marketing forms, like email, are also expected to see increased revenue over the next few years as brands take advantage of advanced targeting and the consumer movement to the Internet.

"It may seem ironic, but marketers' economic concerns are leading them to spend more for online advertising," said David Hallerman, principal analyst at eMarketer (via eMarketer). "This trend reflects how most forms of internet advertising are now seen as more of a 'sure thing' than most traditional media. In addition, marketers of all sizes increasingly acknowledge the internet's central place in people's lives by devoting larger shares of their ad budgets to digital."

Tags: branded email, email marketing, email messsages, eMarketer, Hotmail, interactive email, Microsoft, Responsys

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  • Companies seem to ignore the single largest online branding/advertising venue available: their own regular external emails. Why not use these emails to market the senders company?

    You have a website.

    You send emails.

    Why not multiply your sales-staff by “wrapping” the regular email in an interactive letterhead?

    No other marketing or advertising medium is as targeted as an email between people that know each other (as opposed to mass emails). These emails are always read and typically kept.

    WrapMail offers a solution that is server-based (i.e. compatible with all email clients), has a complete back-office with a WrapMaker, click tracking etc and it is FREE!

    WrapMails arrive without the RED X so all images display without clicking!

    See for more information.



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