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We hope you enjoy reading our insights about the evolution of email and how

ActiveMail is taking the email experience to the next level. Whether you’re an

everyday email user or a seasoned marketer (or both), we invite you to join the

growing community of Interactive Email pioneers around the world.

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ActivePath has merged with PowerInbox to bring you an even better interactive email experience!

ActivePath and PowerInbox merge
Email hasn’t changed much over the last couple of decades, except for the fact that more people are using it than ever before, every single day. Now, thanks to breakthrough technology, email is finally evolving into its next incarnation: Interactive Email, and we at ActivePath are excited to develop this technology to bring users the best, most efficient, interesting and engaging email experience possible, all without ever leaving their inbox.

Until now, email as we know it contained nothing more than text and images, but with our free downloadable email add-on, ActiveMail, email is transformed into an interactive experience. Not only does ActiveMail finally make possible the display of a wide variety if rich-media (including video) right inside the email, but it also endows senders of marketing emails with instant brand recognition and authenticity thanks to our Inbox Branding feature, which displays the sender’s icon beside his email in the inbox.

As it turns out, however, we are not alone in our mission to bring interactive email to the world. PowerInbox, a cool company that develops a huge range of email apps designed to let you perform actions inside the email itself – also believes that the next generation of email will be collaborative, real-time, and interactive.

It seemed logical, therefore, for ActivePath and PowerInbox to combine their passion, technological expertise and funding in order to forge forward as the leading force behind the introduction of Interactive Email to inboxes everywhere, and we’re excited to announce our merger today.
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Interactive Email: Why you need it and how to incorporate it in emails [WEBINAR]

ActivePath CEO, Jeff Kupietzky, presented a Vertical Response webinar last week on Interactive Email, and judging by the excellent turnout and enthusiastic Q&A session at the end, clearly email marketers are catching on to the next big thing in email marketing: Interactivity.

In his presentation, Jeff ran through some facts and figures reinforcing the power of email as the #1 preferred marketing communication channel and the astounding impact of video on email performance, leading in nicely to the crux of the matter:
Email is ripe for innovation, and enabling interactivity, namely video, is the way to start.

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Video advertising in email now possible thanks to ActiveMail

Although display advertising in Email is not a new concept, the vast majority of brands still aren’t taking advantage of their email newsletter real estate as an additional revenue source.

Shame, because an active email subscriber is among the most engaged of all online users, so it follows that ads inside emails would perform much as a result of such a targeted placement.

But despite the fact that most online brands have been slow to recognize that their marketing emails are in fact an additional advertising channel, digital advertising has continued to evolve everywhere else on the web.

Digital video advertising is now growing strongly with Forrester predicting that U.S. online video ad spend will reach $5.4 billion by 2016 (from $2.0 billion in 2011).


In fact, well-made video ads now have the potential to go viral, which means that unlike regular display ads, they have a much higher entertainment value and can earn their brands appeal on a mass scale.

“But what does video advertising have to do with email?” I hear you ask, followed by “video doesn’t work inside email anyway”. Well if you’d said that about a year ago, you’d have been more or less right, but not anymore.
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Video marketing starter guide: 5 tips for businesses of all sizes

In a recently published Social Media Examiner study in which over 3,800 marketers were surveyed in order to better understand how they are using social media to grow and promote their businesses, video marketing was found to hold the top spot for future plans:

“A significant 76% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for 2012.” The study also found that more than 3 in 5 marketers (61%) plan on increasing their email marketing efforts in the near future.

So what do marketing experts and bloggers in the know have to say about the power of video? Brendan Cournoyer, Content Marketing Manager at Brainshark compiled this handy list of 21 Quotes on Why Video Marketing ROCKS. Here are our top three:

1. “Business decision makers LOVE online video because it gives them the most amount of information in the shortest amount of time.” –Robert Weiss, Use YouTube Video Marketing to Generate Leads, Awareness and Customer

2. “Videos can attract a different audience, one that might not want to take the time to read a white paper or an article.” – Brick Marketing, 3 Important Video Marketing Tips

3. “More than 150 million people view videos online every year, most of them ripe to hear your business’s pitch if you produce and market your video effectively.” – Vern Marker, 8 Great Tips to Help Your Video Go Viral

Still from Brendan, yet another handy list of the Top 10 Video Marketing Influencers for 2012 for a little inspiration on how to use videos more effectively to build brand awareness, attract customers and increase sales.

In part inspired by Kevin “Nalts” Nalty’s recent white paper Online Business for Video 101, without further ado here are five tips your business can use (regardless of size) to kickstart your video marketing campaign:
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