You have probably heard the term viral marketing . In fact, e-mail that can be passed from customer to prospect and on to other prospects is a great example of effective viral marketing in its most positive sense. Unfortunately, e-mail with the attachments required for rich media raises the fear among many recipients of another kind of infection a computer virus. Again, the value of the prior relationship, built on earned trust, becomes all the more important. Recipients are much more likely to open attachments from trusted sources.
Some campaigns rely on converting rich media file formats to self-running files.
Significant file compression is possible so senders can overcome bandwidth and compatibility issues. Still, technically savvy recipients may object to any executable file sent as an attachment as a possible virus risk. Once again, you might just alienate the loyal customer you intended to attract. There is no doubt that the reaction to rich media campaigns is exceptionally strong, but that cuts both ways. Although the negative responses can be exceptionally shrill, the positive reactions are exceptionally glowing.