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LifeMinders, Val-Pak Partner for E-mail Coupons

E-mail direct marketing player LifeMinders Inc. and the traditional Val-Pak Direct Marketing Systems on Thursday pledged to expand their relationship, in a deal that would bring ValPak.com coupons to consumers in specific geographic areas.

In this case, LifeMinders' technology, which allows e-mail marketing messages to be targeted based on geographic area, helps Val-Pak better migrate its system -- which is based on its traditional direct mail service -- to the Internet age.

The two companies originally ran a test, sending coupons and discounts to the 4.3 million people that receive the LifeMinders Today daily e-mail. The campaign targeted members in the top 50 DMAs, making offers specific to each market. The Val-Pak offers were placed in various positions within the e-mail to test consumer response.

Apparently, the test was successful enough to warrant an expanded relationship between the two companies.

"LifeMinders offers us a very unique opportunity to personalize and target our very specific offerings to the expressed interests of a high-quality audience," said Todd Leiser, vice president of Internet technology for Cox Target Media, parent company of Val-Pak and ValPak.com.

"We're excited to add such a solid partner to our distribution network and provide Val-Pak's thousands of clients with a very unique delivery channel for their valuable offers."

ValPak.com currently offers 30,000 electronic coupons from local and national merchants across the country.

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