Saturday, September 09, 2006
ExactTarget Review
ExactTarget : Company
email.exacttarget.com/etweb/pressreleases.aspx?id=400
Published on: 9/10/2006
Scott Madlener, executive vice president of interactive strategy for Performance Communications Group, the company that manages Tulane's e-mail efforts, contends that allowing recipients to click around a newsletter and read while a video plays aids in message retention.
"Most companies serve video in e-mail as the end unto itself," says Madlener. "So I'm either watching a video, or I'm looking at a Web page. People have an attention span of about 21 seconds. Even if you have a 10 minute training video, people are going to get about 21 seconds out of it. What we do is add multitasking to that endeavor."
Performance Communications Group designs its e-mails so recipients can read an article and click around while the video plays. "It's e-mail for the MTV generation," says Madlener.
The response is particularly good given that some of the addresses on the file are probably no longer valid, says Madlener. "People are moving around; they might not be accessing the e-mail address that is on file," he says.
email.exacttarget.com/etweb/pressreleases.aspx?id=400
Published on: 9/10/2006
Scott Madlener, executive vice president of interactive strategy for Performance Communications Group, the company that manages Tulane's e-mail efforts, contends that allowing recipients to click around a newsletter and read while a video plays aids in message retention.
"Most companies serve video in e-mail as the end unto itself," says Madlener. "So I'm either watching a video, or I'm looking at a Web page. People have an attention span of about 21 seconds. Even if you have a 10 minute training video, people are going to get about 21 seconds out of it. What we do is add multitasking to that endeavor."
Performance Communications Group designs its e-mails so recipients can read an article and click around while the video plays. "It's e-mail for the MTV generation," says Madlener.
The response is particularly good given that some of the addresses on the file are probably no longer valid, says Madlener. "People are moving around; they might not be accessing the e-mail address that is on file," he says.
