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Merge/Purge for Email Marketing?
NEW YORK--(BUSINESS WIRE)--November 7, 2000 via NewsEdge Corporation - NetCreations, Inc. (Nasdaq: NTCR), the leading provider of 100% Opt-In(R) email marketing services, today announced that the Company will launch its first email marketing campaign using encryption-based merge/purge technology developed by IntraSource, Inc. The campaign will deploy opt-in email lists from multiple sources selected by FastBridge, Initiative Media Worldwide's new interactive global business unit, on behalf of their clients. The campaign marks an important step in the evolution of opt-in email marketing. Now, direct marketers, list brokers and advertising agencies can create targeted email campaigns by combining data from multiple list sources and sending it through a single or multiple service bureaus. While merge/purge is standard practice in postal direct marketing, adoption has been slow in the email marketing world because of list owners' concerns about sharing confidential consumer data without a secure means to protect their list members' privacy. IntraSource's proprietary software, IntraMerge, allows email list managers like NetCreations to encrypt lists on their own servers, then transmit the data securely to IntraSource so that the data can be merged with lists from other sources and purged of duplicates. IntraSource then returns the de-duped files to NetCreations and the other participating list managers who decrypt it for mailing. "This is a big step forward in the history of opt-in email marketing," said Rosalind Resnick, Chief Executive Officer of NetCreations. "We are delighted to be able to offer a break-through technology solution that creates a win for Internet marketers and consumers alike." "FastBridge is excited to be able to offer our clients the opportunity to employ a similar merge/purge system that traditional direct marketers have been doing for years, while maintaining the privacy issues surrounding this new innovative medium," said Lori Goldberg, Vice President, Account Director of FastBridge Worldwide. "This is another example of how FastBridge provides clients with the most up-to-date technology that is vital to their bottom line. This concept of e-mail merge/purging eliminates duplication and maximizes return on investment (ROI)." "We are very excited about IntraMerge and believe that with leading-edge companies like NetCreations and FastBridge using the service, IntraMerge will provide a great benefit to the opt-in email marketing industry," said Greg Williams, Managing Partner of IntraSource. "Now mailers no longer need to be concerned with the embarrassment of sending prospecting emails to their existing customer files or multiple messages being sent to the same email address - resulting in opt-outs and causing customer complaints." About Initiative Media Worldwide Initiative Media Worldwide is the world's leading media services company, which operates 75 offices in 35 countries on six continents. The company has 3,000 employees and manages the media planning and buying for a wide array of leading companies including Unilever, America Online, The Walt Disney Company, The Home Depot and Bell South. Initiative Media Worldwide is a member of the Interpublic Group of Companies. About IntraSource Intrasource has been providing traditional direct marketers and e- marketers with innovative data processing solutions for more than seven years. The company currently maintains more than 250 databases and processes more than 200 million records daily. About NetCreations NetCreations, Inc. (Nasdaq: NTCR), the leader in 100% Opt-In(R) email marketing services, specializes in email address list management, brokerage and delivery. Through its PostMasterDirect.com service, NetCreations has conducted marketing campaigns on behalf of over 2,000 direct marketing clients to targeted consumers in its database of over 18 million 100% Opt-In(R) email addresses. These addresses belong to Internet users who have requested promotional information related to specific topics of interest (opt in) and confirmed their request (double opt in). NetCreations manages opt-in email lists for more than 380 third-party Web sites including CNET, FortuneCity, Uproar, About.com, Network Solutions, internet.com, CBS SportsLine, CDROM Guide and LuckySurf. NetCreations protects the privacy of consumers on the Internet by not disclosing email addresses or any other personally identifiable information to direct marketers. | |
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