Digital Impact Inc. launched
Email
Exchange, a cooperative system through which clients work together to
expand
their opt-in e-mail lists.
Email Exchange was designed to support the growing interest of online
marketers in building quality, opt-in customer databases and consumers’
increasing desire for control over what companies they do business with
on
the Web, the company said.
The first companies to join Email Exchange include Tower Records, Omaha
Steaks, garden.com, Virtual Vineyards, iGo (formerly 1-800-Batteries)
and
FogDog Sports. Digital Impact said it expects more than 25 partners to
be
part of Email Exchange by early fall. The competition includes NetCreations, which runs an
opt-in
network, among others.
Members of the Email Exchange network include a link in their outbound
e-mails asking their customers if they’d like to receive information
from
other companies. If so, they are taken to the Email Exchange Web site to
choose
which e-businesses they want to communicate with.
“We want our clients’ e-mail marketing strategy to be as comprehensive
and
effective as possible. That means delivering qualified e-mail addresses
as
well as personalized e-mails,” said Ray Kaupp, vice president of
marketing at
Digital Impact.
Digital Impact sends more than 28 million e-mail messages a month on
behalf
of various Internet marketers. The company is a member of both the TRUSTe Privacy Program and CAUCE, the Coalition Against Unsolicited
Commercial Email.