Inside line: T-Mail helps to personalize e-messaging

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Townsend Agency, Rosemont, Ill., today launches its T-Mail System, a suite of proprietary interactive marketing tools designed to help clients create more personalized e-mail. The cornerstone of the system is T-Card electronic messaging, which enables companies to use animation, streaming audio and video, and plain text to establish dialogues with customers or employees. Other elements of the system include: T-Data, which tracks T-Card messages to determine who viewed them and allows companies to refine subsequent messages; and T-Results, with which companies can then analyze the effectiveness of a message according to demographic or other audience characteristics.

Brann Worldwide, Deerfield, Ill., the No. 2 direct marketing agency, recently completed its first Brann Academy, designed to educate 55 of the Havas-owned agency's senior executives on how to apply the organization's new "Helping Buyers Buy" positioning. The six-day meeting in St. Pete Beach, Fla., included discussions about the new vision-centered on using buyers' behavior as the foundation for marketing programs-as well as breakout sessions in which company managers tried to put theory into practice for hypothetical clients.

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