ExactTarget and Internet and New Media and E-mail and Multimedia and Manufacturing & Technology and Technology

Local tech duo connects to embed video product into e-mail marketing

October 31, 2009

Two local tech companies are collaborating to give online videos greater exposure.

Cantaloupe.TV, known for its video marketing expertise, has been working closely with locally based ExactTarget, the well-known e-mail marketing firm, to give ExactTarget’s clients an easier way of embedding video into e-mails.

Cantaloupe’s “Backlight” video e-mail product, which launched in January, also measures video viewer interaction.

Stacy Billanti, president of Cantaloupe, said so far clients using its Backlight offering along with ExactTarget services “are seeing their click-through rates double.”

A study by Forrester Research found that graphical play buttons of the type used by Backlight are five times more likely to be clicked than a text link.

The Indianapolis area has become a bastion of Web marketing, with firms like Cantaloupe, ExactTarget and Compendium Blogware, which was founded by ExactTarget co-founder Chris Baggot. It helps companies maximize search engine presence through the use of Compendium’s blogging software.•

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