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.”
