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

Back to TopCommentsE-mailPrintBookmark and Share

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.•


Post a comment to this story

We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
You are legally responsible for what you post and your anonymity is not guaranteed.
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by

facebook - twitter on Facebook & Twitter

Follow on TwitterFollow IBJ on Facebook:
Follow on TwitterFollow IBJ's Tweets on these topics:
Subscribe to IBJ