NEC Enters U.S. E-Mail Marketing Business

Share this article:
Japanese electronics giant NEC Corp. is getting into the rich media e-mail marketing business in the United States, and hopes its new company, Auraline Inc., will help it capitalize on what it sees as an emerging trend -- interactive e-mail marketing.


Auraline, San Jose, CA, was established this month and capitalized with $5.7 million, NEC said. NEC and its subsidiaries NEC Systems Inc. and NEC Soft Ltd. own the company. Auraline, which has 15 employees, hopes to generate sales of $2.5 million in its first year and $104 million within three years.


The company will leverage software developed by NEC that can create cartoon characters that feature mouth and body movements in sync with a soundtrack, the company said.


"Our focus is on rich media," said Jun Takamura, Auraline's CEO. "E-mail marketing is our primary concern right now."


He said that the company last year tested its rich media e-mail delivery system with a greeting card campaign that delivered 130,000 cards. It also sent out about 55,000 e-mail messages promoting the new company. About 57 percent of those messages were opened, he said.


Auraline said it can deliver more than 1 million e-mail messages per day and claims a response rate between three and 16 times higher than traditional direct mail.


Takamura said Auraline has worked on campaigns for NEC subsidiary NEC America and OKI Semiconductor. He said that while the company plans to promote itself to Japanese companies, Auraline would seek clients worldwide. He also said the company plans to announce contracts with some new clients later next month.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.