Firm lauds email marketing product

One firm claims its visual subject preview boosts user engagement by 125 per cent.

Advenix maintains that its email marketing tool also reports a 42 per cent rise in email results among recipients engaged with VisualSubject.

Its VisualSubject customised email preview is a user-initiated graphic that complements the email subject with a visual preview.

Justin Khoo, president and founder of the firm, said "Conventional wisdom implies that the success of a marketing campaign is often due to the offer and is less dependent on the creative or imagery depicting the offer."

He added that in the case of email marketing recipients do not always see what is on offer because subject lines are "frequently truncated" in the inbox.

According to the firm, testing revealed that email previews using the program enable people to quickly and efficiently identify the core message of an email and take action on it.

The firm was founded in 2004 by Mr Khoo who spent several years at GE developing internet applications during the 1990s.