Posts Tagged Active View
Towards the end of last year Hotmail released the industry’s first real “interactive e-mail” solution. Providing users with dynamic emails that update when opened and allow you to interact directly within the email itself.
A monumental move for email interactivity and the only real step in this area since the move from text-based to HTML emails that occurred back in the 90s. Based on the results of initial beta providers (only extended to Linkedin, Orbitz, Monster and Netflix) the industry seems excited about the potential Active View offers to marketers across all verticals.
If you watch the official walk-through on You Tube by Windows Live the obvious benefit strikes out. By cutting down the number of steps in moving the user through the conversion process Active View will reduce user abandonment. In a marketers mind that screams one thing only: increased ROI.
Marketers who understand the potential it offers and are patient enough to figure out the science behind it and how best to utilise this will no doubt see great return.
If this style of functionality proceeds to develop, it could really open up opportunities in offering new types of content in the inbox that have never been feasible before. A hefty move in e-mail evolution and a stimulating move in digital marketing for 2011.