Goodmail Systems has released a new technology that will let marketers send video in e-mail called CertifiedVideo.
AOL is the first e-mail partner to partner with Goodmail, and the first CertifiedVideo senders include Country Music TV, DailyCandy.com, Fox Digital, iVillage (NBC Universal), LiveNation, The New York Times, Target, Thrillist and Turner Networks.
Sending video in an e-mail has been a challenge for deliverability, since large video attachments often alert spam filters. The way that Goodmail gets around this issue is that their e-mail class, called CertifiedEmail, is a paid service that does not go through typical e-mail filters.
“Because of security concerns, the ISPs [Internet service providers] have had to take very drastic measures to protect consumers from complex data,” said Peter Horan, CEO of Goodmail. “The ISPs have banned all Javascript, and what that has really meant is that the functionality that has been growing on the Web has been banned in the inbox.”
Like UPS or FedEx, Goodmail users pay a fee to send e-mail with their trust stamp and are then routed past spam filters. To be able to do this, Goodmail senders must have low complaint rates and adhere to strict best practices.
“It starts with accreditation,” said Horan. “We know who the sender is and we know they are good.”
The new video offering will let mailers send videos and avoid issue with spam filters.
“We have figured out how to lock down the bit of code that calls the video server meaning that they can have the actual video code in the e-mail and not just a place holder,” added Horan. “They don’t have to do anything different, they can use the same video assert and the same video server. The benefit here is incremental plays, which if there are ads means incremental revenue.”
