IMN, an ecommunications service provider, has expanded its Web-based enewsletter service to capitalize on podcasting. Marketers can now add their pre-produced podcasts to their enewsletters similar to how they insert written content, graphics, or pictures, publishing the audio files with a few mouse clicks. The podcasts can include any audio content that enewsletter publishers want to make available to their readers. Readers can click the podcast links in the enewsletters and play the podcasts through their computers' MP3 audio software such as Windows Media Player or QuickTime, or iTunes, or they can download the podcasts to portable devices such as iPods.
IMN's podcasting service offers an added and unique benefit; the podcasts are immediately "trackable." Marketers using IMN's enewsletter platform have instant access to reports that track reader behavior, and podcast consumption is tracked just like readership of any text article, survey response, form submission, or click to an external link. The podcast capability will be available not only in IMN's e-newsletter service, but also in the company's blog and mini-site services.