NBC Internet, the interactive spin-off
from NBC, on Wednesday launched NBCi Direct, an e-list management and
database marketing division specializing in direct e-mail marketing.
The move adds an important capability to NBCi’s e-commerce focused
strategy, as e-mail marketing becomes an essential for any e-commerce
operation. The creation of the new division will also allow the company to
farm out its services to the companies with which it’s making portal deals.
“What’s compelling for clients, is that NBCi combines a powerful television
brand that reaches approximately 155 million television viewers in an
average week, with a top ten Web property that is built around attracting
online buyers,” says Chris Kitze, chief executive officer of NBCi.
At launch, NBCi Direct’s advertisers include:
GE Service Management, a subsidiary of General Electric Company and a
provider of appliance and consumer electronics warranties; Egreetings.com, a provider of e-cards
and gifts; itarget.com, a
permission-based direct email marketing company; and NBCi’s own XOOM.com, Snap, ComFind and NBC.com services.
It will start out with e-mail lists consisting of 9 million customers who
have opted-in to receive targeted e-commerce offers.
NBCi Direct will offer database management and maintenance, customized
high-volume direct email campaigns, content personalization and more.
The new unit will also work with NBCi consumer and business-to-business
divisions to target opt-in e-mails to consumers and small businesses.
The decision to launch this division also puts NBCi, to a certain extent,
in competition with other e-mail marketing firms, including NetCreations, yesmail.com, ClickAction, Digital Impact, and Bigfoot Interactive.