New services have recently been offered by the Polish portals. Interia has introduced the possibility to enhance the attractiveness of the messages by enriching the mailings with videos or flash animations. The spot can last up to 30 seconds, and can have the size of up to 1 MB. The advantage of the animated mailing is that it attracts the attention of recipients. Users perceive the message as entertainment, and at the same time receives the message, which contributes to the positive image of the advertised brand. According to the presented studies, 38% of the users watch the spots sent to them willingly, and 46% of them want to see them again.
Non-standard advertisements are watched by approximately 80% of the users who have mailboxes at Portal. In webmail, advertisements with flash animations or videos can be played straight away; the users of email clients receive a link to Clients’ website.
Rich media are common on the websites, but are rarely used in email marketing. Most of the senders are rather accustomed to the traditional message format (text + image) or are not willing to make the process of preparing their mailings more complicated. The newsletter often has an informative function as well, and in this case using video and audio would defeat its own purpose. However, in advertising mailing campaigns aimed at building brand awareness and at encouraging purchases, it is worth considering the use of multimedia.
Another novelty on the Polish advertising market is behavioural targeting of e-mailings in Wirtualna Polska. Behavioural e-mailing, as opposed to the e-mailing targeted on the basis of declarative data, enables advertisers to get their message across to the target group characterized by the defined preferences for specific industries, services or products. The activity and the behaviour of Internet users of the WP portal are analyzed and aggregated to carefully specified behavioural profiles. In WP, it is possible to send behavioural e-mailing only to the users who gave their informed consent to receive it.