E-Mail Company From Israel Surveys ad:tech Landscape

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CHICAGO - E-mail content provider Incredimail visited ad:tech Chicago to preview the show, as it contemplates exhibiting at the upcoming New York ad:tech.

Incredimail, Tel Aviv, Israel, lets users add color and graphics to e-mail with a host of animated skins.

"Our mission is to put fun into e-mail," said Dan Blumenfeld, vice president of marketing. "Our product is the equivalent of a ring tone on a cell phone to e-mail."

Incredimail has a number of animated e-mail templates to choose from and can be purchased on a one-to-one basis, as well as the option for subscribers who like to change the template often. Prices range from $29.95 to $58.95.

The firm was founded in Israel in 2000, but it was not until this past winter that the firm became publicly traded and opened an office in New York's Grand Central Station.

The new office comes at a time when the firm is spending money on marketing. The firm previously did not advertise and all its 75 million users came through viral traffic. It calculates 1 million downloads a month, with 2 percent of these downloads converting into customers.

Incredimail caters to the personal entertainment consumer with its user base spread out worldwide. Its customer breakdown is 37 percent from North America, 33 percent from Europe, 11 percent from South America, 12 percent from the Far East and Australia, and 7 percent from other parts of the world.

One of the biggest audiences for Incredimail is in France.

The move into advertising is coming at a time when Incredimail would like to up its product line to include branded content.

"Incredimail would like to extend its animations into a co-branding opportunity by including the graphics from popular brands into our e-mail template offerings," said Jeff Holzmann, executive vice president based in New York.

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