IQ News: Digital Impact to Unveil Opt-in E-mail Site

E-mail marketing company Digital Impact is launching a new service today designed to help online merchants grow their mailing lists. Called Email Exchange, the new service can be accessed via where consumers can go to sign up to receive marketing messages from participating companies.
“Email marketing works really well,” said Ray Kaupp, vice president of marketing at the San Mateo, Calif.-based company “so the question becomes, ‘How can I grow my house file with quality names and consumer permission?'”
Digital Impact plans to get the word out about Email Exchange by letting participating sites place a link to the Exchange. Users who click through will arrive at a site that’s co-branded by the referring merchant and Email Exchange where they can browse by category through a list of other merchants. At first, the service will be limited to Digital Impact clients although it will eventually be opened up to other merchants.
The direct marketing technology company handles e-mail lists of 25,000 to 5.5 million names for clients including Omaha Steaks, Omaha, Neb., and Sharper Image, San Francisco. The service can personalize the messages’ content and format, sniffing out whether the recipient can receive rich, HTML or plain text e-mail and sending the appropriate e-mail type. Its tracking and reporting abilities allow clients to enhance and manage customer profiles. Names and profile information garnered through campaigns remain the property of the client.