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24/7 Media Launches E-Mail Service in Europe

Ad firm 24/7 Media on Tuesday expanded its 24/7 Mail division to Europe, beginning in the UK with four million e-mail messages, sent to one million consumers, a month.

The opt-in e-mail messages are mostly subscriber-based newsletters, discussion lists, and product updates, created through 19 Web sites with which 24/7 Europe already has an ad repping relationship. These include UK-iNvest, Zoom and peoplesound.com. 24/7 Media has also struck an exclusive partnership with keepAhead, a UK distributor of over 30 targeted e-mail publications.

24/7 Media (TFSM) got a head start on UK e-mail services when it agreed to acquire Exactis.com back in February. Exactis.com had already set up a London office and was sending permission-based e-mail for eight clients in Europe, including FT.com, Lastminute.com, and QXL.

The 24/7 Mail service will launch with special interest channels such as sports, entertainment, lifestyle, news, and finance -- categories which allow advertisers to better target their buys. The initial service is being offered at a £80/£100 ($125/$157) CPM.

"The price is higher than average banner CPMs due to high redemption rates," said David Woodrow, business development director of 24/7 Mail. "Compared with traditional direct mail, click-through rates for email average at 7 percent as opposed to just 1 or 2 percent."

Following its UK introduction, 24/7 Mail will be rolled out in France, Germany, Holland and Scandinavia later in the year. 24/7 Mail will also be introduced to Asia later this month.

"Email has become one of the most successful channels for direct marketers in the United States," said Stephen Eustace, international director of 24/7 Mail.

"We are looking forward to rolling out this powerful medium throughout Europe and beyond and leveraging 24/7 Mail's unparalleled strength and the forefront position of our global operations."