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San Francisco—With clickthrough rates on banner ads hovering around .3 percent, many online marketers are turning to e-mail as a viable outlet for their ad messages.
A growing number of interactive marketing companies are adding mul timedia capabilities to e-mail, including Los Gatos, Calif.-based Storymail, which today launched its proprietary rich-media e-mail product.
Called “stories,” Storymail’s product lets advertisers embed transactional opportunities into rich-media e-mails. The licensing fee for Storymail software ranges from $35,000-250,000, depending on the size of each project and the level of customization.
Eidos, an interactive gaming company, and M&M/Mars have already signed up for the product’s pilot test, currently under way.
According to Eric Sternberg, Story mail vp of marketing, the company has targeted e-commerce clients because of the product’s single-click transactional oppor tunities within the e-mail stories.
Shar Van Boskirk, an analyst at Forrester Research, said the Storymail product is a good one, but added that the key to...
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