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Swedish Post, Mypoints.com Launch Direct Marketing in Europe

Sweden Post (Posten AB) and San Francisco-based incentive marketer MyPoints.com Inc. launched a Swedish version of the Internet direct marketing service MyPoints BonusMail.

The partnership with Sweden's national post office marks MyPoints.com's entry into the international Internet market.

"BonusMail is the first program of its kind to be implemented in Europe," said Lars G. Jansson, project manager of Sweden Post. "Traditionally, direct marketers in Sweden have relied on postal mail, but BonusMail allows them to reward Swedish consumers to respond to direct advertisements by e-mail."

BonusMail Sweden has been designed to serve a population of approximately 9 million adults, more than 50 percent of whom are already using the Internet, according to a June 1999 report by the European rating service Sifo.

The program has already enrolled 10,000 members, and aims to reach 100,000 (approximately 3 percent of the country's Internet users) by the end of 1999, the companies said. Financial arrangements were not disclosed.

"Our technology and our partner's position of trust as the country's post office makes for a powerful direct marketing combination," said Steve Markowitz, Chairman and CEO of MyPoints.com

Sweden Post is a leader in Swedish direct marketing, with a 65 percent market share, according to the Institute for Advertising and Media Statistics in Sweden. However, Sweden Post has sought in recent years to strengthen its Internet presence in advance of diminishing demand for postal mail. It already operates an e-commerce portal, Torget.

"Sweden Post chose to work with MyPoints.com over other rewards providers because BonusMail was the only technology that had merged incentives and e-mail," Jansson said. "Also, because their program is strictly opt-in it met our stringent privacy standards."

MyPoints.com Inc. operates MyPoints, an Internet direct marketing membership program, as well as other Internet loyalty point programs based on the company's technology. MyPoints.com said it serves roughly 2.5 million consumers and 250 advertisers and partners through its programs.