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.
