DoubleClick to Enhance E-mail Marketing with Rich Media

DoubleClick (www.doubleclick.com) has partnered with interactive messaging company Radical Communications in order to enhance its e-mail marketing services. Financial terms of the deal were not disclosed.

Under the agreement, DoubleClick's e-mail clients will be able to use Radical's technology, which offers an interactive e-mail platform that allows streaming audio and video into e-mails, DoubleClick said.

Radical Communications (www.radicalcommunication.com) is the developer of RadicalMail, a Java applet delivered via e-mail. When a user clicks on the mail icon to open the message, the action pings the Radical servers to deliver a video file, Flash animation audio clip. A rich media e-mail campaign Radical created for Office.com was credited with more than doubling the company's user base.

"More and more e-mail customers are looking to incorporate rich media technology into their e-mail marketing campaigns,'' said Nancy Joyce, general manager, E-mail List Services, DoubleClick. "Through this partnership, we are able to provide marketers with expanded e-mail functionality,'' she said.

Doubleclick has been enhancing its marketing tools since February, when the company said it was buying privately held e-mail marketing technology provider FloNetwork.