• by David Goetzl  @dgoetzl, December 9, 2008

A Silicon Valley company is launching a product early next year that gives movie studios and television networks a compelling new marketing tool. Goodmail Systems has developed a way to insert video directly into emails.

When a recipient opens a message, they can almost instantly view a move trailer or promo for an upcoming TV episode.

"This allows people to take the best of what they enjoy on the Web and experience it in email," said Goodmail CEO Peter Horan, during a presentation Tuesday at MediaPost's Email Insider Summit in Park City, Utah.

Currently, as a result of various safety issues involving ISPs, marketers have no way to weave video into their promotional newsletters and other emails they send out. The best they can do is provide a link that allows a visitor to click through to a clip that is housed on another page.

Networks such as NBC and Turner are among those that send out newsletters with that option.

But having to click through to another page and wait for a video to load--even if it's only for a matter of seconds--can deter a person with limited attention. "Every time consumers are asked to take one more action and click onto a Web site, you lose some of them," Horan said.

While perhaps tailor-made for media companies, the Goodmail system-- known as Certified Video--can benefit marketers in all fields who may be looking to place an ad or informational clip in an email. Goodmail will begin distributing the system early in 2009 in partnership with AOL, Yahoo, Cox, Comcast and others.

Horan said the system is set up so that the video begins playing when an email is opened, but without audio. In order to avoid being overly intrusive, a consumer then must click to turn on the sound.

Horan said a range of media clients have already signed up to use the service, including concert promoter Live Nation (where it may insert clips of Madonna and other top artists); a major cable news network; a leading newspaper that is increasingly offering video; and a conglomerate with a group of broadcast and cable outlets.

"We think TV networks, programmers and movie studios are natural partners for Certified Video," Horan said.

While the AMC network is not yet a client, Horan offered a scenario where it could drive viewers to the hit series "Mad Men." The show airs Sundays and AMC provides preview clips on Thursday and recap videos on Monday on its Web site--both of which could be slotted into emails.

For movie studios and networks, there's also the potential for "DVD extras" content, such as footage that ended up on the cutting-room floor or behind-the-scenes video.

There is no limit to the length of the clips in an email. And while it is unlikely from a simple consumer preference standpoint, programmers could make full episodes available.

"I'm giving them the canvas and they'll paint the picture," Horan said.

Goodmail is a provider of certified email services that verify the authenticity of emails. It looks to prevent pirates from sending messages that appear to be from legitimate companies and seek to obtain personal information.

Some 600 clients in all fields have hired Goodmail to protect them in the email arena. For example, a major bank may look to prevent a customer from receiving a "special offer" email that it never sent.

Goodmail's technology uses coding to ensure that ISPs allow the video emails to pass through and end up in an inbox.

Several years ago, marketers had the ability to embed video in emails, but ISPs grew wary of people who had downloaded spyware and viruses. So they shut down the opportunity by blocking JavaScript functionality that allowed for the video.

"As the Web has gone from 1.0 to 2.0 to 3.0, email has gone to .7," Horan said. "We've actually gone backwards."

Goodmail is backed by four private equity firms, and in November raised $20 million in a new round of financing led by Bessemer Venture Partners.