Loyalty and direct marketing player MyPoints.com this week partnered with About.com to build a co-branded rewards
program, which lets members earn points by using the About.com network.
The alliance, the financial details of which were not disclosed, is aimed
at building membership, site traffic and time spent within the About.com
network.
Users will be rewarded for subscribing to newsletters, creating homepages,
joining affiliate marketing programs and establishing e-mail accounts.
They’ll also earn points for reading e-mail marketing messages from
MyPoints.com. MyPoints.com points can be exchanged for merchandise at
retailers that partner with the company.
About.com hopes that, by integrating the MyPoints.com loyalty features into
the About.com sites, people will spend more time on the network.
“Our users are already committed to repeat usage of their favorite sites in
our vast network,” said Scott Kurnit, chairman and chief executive officer of About.com.
“Points will assist us in refining the movement of traffic around the
network to where we can provide new value for customers and to also drive
those customers to the places that provide high monetization and viral
marketing.”
