Under threat from spam laws, the list manager looks to put its clients' double opt-in lists to use for market research.
E-mail list provider NetCreations announced on Monday the launch of a new arm devoted to market research, as the company deals with potential fallout from California's new anti-spam bill.
The new unit, SurveyDirect, will use NetCreations' double opt-in email database, made up of lists it manages for publishers and others, to provide market-research services to companies. According to the company, it has 40 million names in its database. Out of the 40 million, 3 million have opted-in for surveys, with segmentation based on interests, gender, age, occupation and geographic region. The new division will roll out tools devoted exclusively to surveys, including a distinct sign-up form.
"One of the verticals that really embraced the promise of email marketing was market research," said Michael Mayor, NetCreations' chief executive. "They have their own needs separate from direct marketers."
NetCreations said it already provides market-research services for about 50 companies. The new arm complements its email advertising business, PostMasterDirect, which rents its clients' lists of email addresses to third parties.
That business was thrown for a loop earlier this month with the passage of anti-spam legislation in California. The law, which begins Jan. 1, forbids email marketing in situations where an advertiser does not have the "direct consent" of a consumer.
"I think it could be very serious," Mayor said. "The way it's written there's no third-party prospecting into or out of California."
Mayor said about a million of PostMasterDirect's email addresses are from the state, and another undetermined number do not include geographic information.
While the survey business may be immune from the new California law, NetCreations' lawyers were still trying to determine its legal stance under the new provisions.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.