TV-like features boost e-mail e-mail response for IBM.

IBM Corp. is using an interactive television-like e-mail for its ForwardView small and midsized business monthly newsletter to better engage opt-in subscribers. Called Showmail, the e-mail format by creator IQ Television Group delivers content in multimedia to IBM customers and prospects on IT stories relevant to their industry and interests. "The success of the Showmail trial evaluation has caused IBM to drop its HTML format in favor of the Showmail format as the exclusive vehicle for the ForwardView newsletter," said IQ president Tony Quin. Showmail solved a few problems for IBM, Quin said. It increased the number of stories and view time on ForwardView. And the number of new subscriptions also rose since the pilot began in June as prospects signed on and e-mails were forwarded. (DM News Sept 10, 2003)

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