Company Claims to Revolutionize Interactive Email
By Ken Magill
Nick Dillard is claiming he and his team at Enteractive Mail Solutions are revolutionizing interactive commercial email messages.
“Our company has developed what is known as a Mycrosite,” he wrote in an email pitching the concept to a colleague. [Hat tip: Ruth Stevens] “Mycrosites are menu-driven websites, scaled down to email size, that display entirely within the framework of an email. They are an absolutely new concept.
“Within a Mycrosite, you can play a YouTube video or browse a page-turning digital catalog. You can like, tweet and pin,” Dillard continued. “‘Try-on’ applications can be incorporated into a Mycrosite, as well. But the most exciting feature offered by a Mycrosite is that it allows the customer to view the retailer’s entire eCommerce site without ever leaving the email space.”
The year-old company claims a who’s-who list of clients including Twitter, Amazon.com, Facebook, LinkedIn, Pinterest, Instagram, Groupon, CNN News, Hulu, Foursquare, ESPN Sports and the White House.
Perhaps most powerfully, Enteractive Mail Solutions claims to guarantee images will render by default in recipients’ inboxes.
As a result, the so-called “open rate” becomes a true metric.
Traditionally, images are off by default in most inboxes. An “open” is registered when the receiving machine calls for graphics from the sender, rendering the open rate a useful but inexact metric.
When images are on by default, the open rate becomes an exact metric.
According to Dillard, Enteractive Mail Mycrosites increase open rates by an average of 24 percent.
“The recipient remains fully engaged and interactive inside the email, without the need to redirect to remote web pages,” said Dillard.
“With a Mycrosite, a retailer can put their entire ecommerce site inside their direct-marketing email, from catalogs to videos of their products to their shopping cart. The email recipient cannot become distracted by outside websites, or frustrated by stacks of open windows.”
The downside of this technology is that inbox holders must download an application.
However, according to Dillard, the need to download an app is “no big deal” as long as the retailer explains the benefits of doing so to recipients.
“If the message comes from Macy’s, there’s a trust factor there,” he said.