Online marketing firm Sitebrand is using Silverpop’s email marketing technology to enhance its client offerings.

Silverpop enables marketers to launch email marketing campaigns, then extend them to social networks, where their messages can be “virally” shared. It also assists with lead-gen campaigns and provides analytics.

VP-Sales/Marketing Darryl Praill of Sitebrand said it chose Silverpop for its “strong reporting capabilities and flexible level of customization.”

Silverpop “makes it easy for our clients to send targeted email campaigns that drive traffic to a website. And once that traffic arrives, Sitebrand [serves] personalized web campaigns that ensure consistent, relevant messaging” — a combination he believes will improve conversions.

Last October, Ball State University’s Center for Media Design and ExactTarget reported that youth are more receptive to email — versus social network-based — marketing. To build email’s engagement potential, Goodmail Systems recently developed a way to insert, and play, videos within email messages.