Naviant to Use MindArrow Technology

NEW YORK — E-mail marketer Naviant has teamed up with MindArrow Systems in order to add streaming and transactional capabilities to its product offering, the companies said Thursday.

Under the agreement, Naviant will have access to MindArrow’s RadicalMail technology, which enables the delivery of streaming audio and video directly into the body of an e-mail message. Recipients aren’t required the to launch a Web browser or spawn any pre-installed media players or plug-ins. The technology also allows the purchase of products within an e-mail message.

Terms of the agreement were not disclosed.

The MindArrow agreement is the latest in a string of deals struck by Naviant, which merged with e-mail marketer eDirect last November [IQ Daily Briefing, Nov. 30, 2001]. Earlier this month, Naviant bought, a company that specializes in online loyalty programs and performance-based marketing [IQ Daily Briefing, April 1]. And in February, the Boca Raton, Fla.-based company bought postal direct mail marketer Data One Marketing.