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24/7 Media, eStara to Voice Enable E-mails

by Ryan Naraine

To push real-time one-to-one marketing the deal embeds voice links in e-mails to let users connect directly to marketers without having to dial a telephone number.

Looking to spruce up its rich media offerings, Silicon Alley advertising and marketing technology firm 24/7 Media, Inc. (NASDAQ:INTM) is partnering with eStara to insert voice links into e-mail campaigns.

Using technology from Reston, Va.-based eStara, 24/7 Media said clients could insert live Web voice links to drive inbound calls from e-mail campaigns. To push real-time one-to-one marketing, voice links embedded in e-mails let users connect directly to a marketer without having to dial a telephone number.

"The eStara deal complements 24/7Media's select messaging services, which allow publishers, marketers and online retailers to offer their subscribers customized e-mail based content," the company said in a statement.

24/7 Media, which is struggling to cope with the crippling ad market slowdown, believes the eStara deal would add a nice wrinkle to its B2B offerings.

The company said the tools would generate "immediate, cost-effective contact" between marketers and end users would improve e-mail click-through rates.

eStara builds CRM technology that lets online customers talk directly with call center agents over the Internet with the click of a link. The voice connections can be embedded in web site pages, e-mails and ad banners and eStara said it's completely compatible with existing call center systems

eStara customers include J.Crew, Allfirst Bank and the NHL's Washington Capitals.

  This article was originally published on Tuesday Jul 17th 2001
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