Free email services based on Web-centric platforms have long been used as advertising delivery agents. This hybrid approach to compensating for the expenses of running a free service has opened the door to a brand new and very useful customer information strategy that can be used to your full advantage, no matter what messaging environment you have deployed.
Third-party Content DeliveryThird-party content is usually represented by certain regions of an Axigen WebMail page that display content (usually targeted content) which is loaded dynamically either based on the user’s current activity, the account status or on the history of the user’s behavior. The content to be loaded resides in a third-party location in most situations, but local content (stored on the same server) is not excluded. It is referred to as third-party content to underline the ability to load external information into local pages and is unrelated to any limitation in this respect.
The data represented in these small content regions can have multiple purposes, ranging from the latest information updates to ads and even specialized widgets. For this purpose, it is not unusual to find a weather report widget in one of the WebMail content areas, and commercials in another.
Combinations of different content types are easy to achieve and require very little effort to set up, as the building blocks that make this possible are readily available.
Enterprise EnvironmentsIn regular enterprise environments, third-party content is pretty much ignored and left out of the loop, mainly because of its association with advertising and commercials. However, in a WebMail interface, designed to enhance the productivity of the employees that use it, third-party content delivery can provide the next generation of live information delivery.
For example, a very useful application for the financial and sales departments would be an exchange rate applet, displaying updated information on the current rates and latest trends of the most important currencies. Just as well, but in a different usage scenario, for the marketing department, an applet with statistics on recent customer activity could offer information on important events or activities.
Academic & Educational EnvironmentsUniversities and other educational institutions that have an ever changing end-user base can make great use of the third-party content delivery system for informational purposes, by coupling it with targeted information that may be of direct interest to students and trainees. Of course, general information such as public events and recent news that should be of interest to everyone can be provided more freely, just like with regular advertising. On the other hand, sensitive information can also be made available through authentication, as the case may be with online report cards and test results.
If such an environment is created, the Axigen WebMail users will have far more relevant information at their fingertips, enabling them to get better and faster feedback as well as a means to reduce the time they invest in searching for details of high importance to them.
Value Added Services & AdvertisingThe latest developments in the online ads market have resulted in a lower penetration rate of this delivery method, especially in ad-supported platforms. However, the value added services trend has been on the rise, essentially creating leverage to compensate for the recent decline of regular online ad delivery.
Regular banner-like and other well-known approaches to online ads are all supported with the Axigen WebMail. On top of being able to display banners, interactive content (such as Flash) and simple text ads for “other stuff”, the third-party content delivery system can also advertise the added services offered by the platform you provide, enabling users to seamlessly “go pro” and start generating revenue through the platform subscription you already have in place.
Value added services can include the old-school approach that simply removes the ads being displayed, or they can push the boundaries even further, by allowing new customers to configure their own widgets, using the browser cookie system to remember their choices when they return. Configurable widgets are nothing new, but they have established themselves as the new status quo, so making use of them would be a more than reasonable practice.