TMXinteractive Taps Cybuy for Rich Media E-mail Purchasing

Rich media email marketing firm TMXinteractive and e-commerce technology firm Cybuy Tuesday signed a partnership to integrate their products, creating the ability for consumers to make purchases within streaming video and Flash emails.

Under the agreement, Conshohocken, Penn.-based TMX will incorporate Cybuy’s transaction services into its rich media email design and delivery system, which it calls X-Mail.

Cybuy’s solution allows customers to consummate an order directly within the email offer, ideally shortening the offer-to-order process and making customers more likely to make an impulse buy. The New York-based company, which is wholly owned by NatWest bank, also has partnerships with ad network 24/7 Media, a transactional email deal with L90, and an interactive TV agreement with iTV production firm Cylo.

Cybuy also has said its system can interface with an advertiser’s inventory database to deliver dynamic offers, similarly to the system offered by Mediaplex and other players in the field.

“This alliance represents the continuing convergence of commerce and entertainment by combining highly compelling content with streamlined purchasing opportunities,” says Cybuy chief executive Dominic DiMascia. “As Web-based marketing continues to grow in sophistication and consumer expectations rise, marketers will turn to new and dramatic ways to enhance the online direct marketing experience, with both rich media and commerce solutions.”

TMX, which handles in-house creative services as well as the technology behind its rich media ads, anticipates that the partnership will make its product more lucrative to marketers.

“The synergies between TMXinteractive and Cybuy are very powerful — enabling consumers to fully interact … in their X-mail, while viewing their specifications and cost,” said Eric Smith, chief strategic officer for TMXinteractive. “With the Cybuy component, consumers can now make purchases from within their X-Mail — eliminating the click-throughs and process steps that have historically caused consumer frustration and purchase abandon.”