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Real Media is to jump on the e-mail marketing bandwagon by launching a European service in January - just ahead of its rival DoubleClick.

Real Media Mail will use the company's Open AdStream technology. This will deliver ads to the e-mail services of its network of online publishers, which includes Flipside.com, Etrade and Gameplay.com.

Real Media claims it will send out millions of personalised e-mail messages on a daily basis. They will combine text, animation, graphics and sound, depending on the client's requirements.

Real Media has developed the system following its purchase of Frontwire, an e-mail application service provider.

Jason Keane, European media manager, is fronting the project.

The former CDP Media account director said four Real Media clients had expressed an interest in the system but had yet to sign contracts.

He is planning to present the service to agencies and website publishers across the UK in the new year.

'Online direct marketing is the new advertising space,' said Keane. 'I believe the sector will explode over the next three years.

'We are launching Real Media Mail in response to an overwhelming demand by online publishers. It's no longer enough to say you can sell banners, buttons or rich media - you have to offer e-mail marketing.'

Real Media is planning to offer the service across Europe. Keane said he would build a dedicated sales team if advertisers' interest in the service is as high the company predicts.

Rival DoubleClick is said to be planning to roll out its Dart Mail system across Europe early next year.

However, 24/7 Media is ahead of both companies, having purchased the e-mail application service provider Exactis in January.

Users of the system include BBC Online and Lastminute.com. Carl White, managing director of 24/7, told Media Business recently that 2001 would be 'the year of the e-mail'.