24/7 Media introduces transactional e-mail

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New York--24/7 Media said Wednesday that it has partnered with Cybuy to provide marketers with the ability to send e-mail that allows people to create and complete a secure transaction without linking to a Web page. The deal, primarily aimed at marketers seeking consumer response, marks the first time a major ad-serving company has provided the capability, 24/7 Media, New York, claims. Such services could eventually gain a stronghold among b-to-b marketers as a lead generation technique, since they would allow businesses to advertise new price points or breaks in contract pricing and complete the transaction in a single marketing piece. Cybuy, a subsidiary of financial services company NatWest, is developing a series of transaction applications that can be used in e-mail, banner, catalog and interactive TV campaigns.
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