UPDATE: 24/7 Is First Client of New Cybuy Service

Share this article:
Cybuy, New York, has landed 24/7 Media as the first major client of its transaction-enabled e-mail, a recently debuted service that seeks to marry online impulse sales with e-mail marketing.

Cybuy's transactional e-mail service allows e-mail recipients to purchase products promoted in the message without being whisked away to a Web site. By clicking on a link in the e-mail, a small window pops up on the user's desktop. The entire transaction takes place within that window, which closes after the purchase is made.

24/7 Media said it plans to offer Cybuy's e-mail technology to clients for use in their e-mail marketing campaigns. Cybuy announced the partnership last week.

"Transaction-enabled e-mail has been a long-anticipated technology in the online marketing world," said James Green, president of 24/7 Media's Technology Solutions group. "And with this breakthrough, we expect to see retailers demanding that their e-mail marketing campaigns be transaction-enabled."

Green said he expected online marketers to test the service as they begin to roll out their holiday campaigns.

"Most e-mails link you to a Web site, and then you have to go through the full shopping experience to purchase a product," Cybuy President Sandra Robinson said in a previous interview with <I>iMarketing News<I>. "Depending on the Web site, it can be very slow and cumbersome. Our focus is giving retailers easy sales solutions and consumers a one-page ordering process."

For Cybuy, which introduced the e-mail service only three months ago, the partnership with 24/7 is appealing for a couple of reasons. Most importantly, it promotes Cybuy's transactional ads in front of an impressive roster of clients. 24/7 Media's 24/7 Mail division manages 20 million e-mail addresses and includes high-profile clients such as Citigroup, Dell Computer Corp. and Columbia House.

Secondly, the deal places the Cybuy ads on a larger menu of 24/7 services, which include list acquisition and hygiene, Web-based reporting and rich media formats. 24/7 also recently acquired Exactis.com, Denver, the e-mail marketing services firm.

"We're delighted to be working with 24/7 Media, an industry leader," Robinson said in a statement announcing the deal. She also touted the advantage of combining Cybuy's technology with 24/7 Media's suite of e-mail marketing solutions.

E-mail is not the only platform that Cybuy, a division of international banker NatWest, is utilizing. It also has developed transaction-enabling technology for interactive television, Web sites, online catalogs and banner ads.

Cybuy's banner ads have been in use since the latter part of last year, and its e-mails debuted in June. The company's next focus will be on gaining an early presence in the growing interactive television industry.
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

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.