L90, RadicalMail Partner to Enhance Viral Marketing Service

Ad firm L90 inked an agreement on Thursday to use interactive email company RadicalMail to audio-, video-and graphics-enable its L90Link product, a customer-acquisition vehicle that’s designed to be sent from a consumer to his friends and family.

The deal with L90 (LNTY) is an example of how email marketers are seeking to add enhanced eatures and interactivity, in an effort to better capture consumers’ attention. Several other email companies, including Exactis.com, and MessageMedia (MESG) , have made partnerships with RadicalMail to bring the same features to heir offerings.

The RadicalMail technology lets consumers register within the email itself, so they don’t have to access the Web. The system also allows for enhanced tracking, since it informs advertisers when an email is opened, allowing them to determine the effectiveness of a message in real time.

“The best endorsement for a product or service comes through word-of-mouth marketing. People often buy products or sign up for services because of a friend’s recommendation,” said John Bohan, president and chief executive officer of L90.

“L90Link distributes a marketer’s message through viral marketing and RadicalMail tells the story through graphics and interactive messaging.”