DMI Music, a 16-year-old shop that aims to bring brands and music together, is launching a platform that lets email marketers include popular tunes with their messages. Nutritional supplement maker Mead Johnson is one of the brands testing the idea that tunes from artists ranging from Bruno Mars to Bach can ramp up click-through rates and sales conversions for direct marketers.
The program, dubbed Engine 1, is first and foremost designed to create loyalty through emotional connections with music, said Tena Clark, CEO of Los Angeles-based DMI.
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