United Online Buys MyPoints for $56M

  |  April 11, 2006   |  Comments

A longstanding Internet loyalty player changes hands.

ISP and online media company United Online, the parent of Classmates.com, has purchased loyalty player MyPoints.com from United Airlines (UAL) for $56 million in cash.

The deal follows Classmates.com's acquisition last month of Opobox, which operates social networking site The Names Database, for approximately $10 million in cash.

MyPoints rewards its 1.4 million active members with points when they engage in e-commerce or advertising-related activity on the Web sites of marketers. Those points can later be redeemed for products and services. The company receives payment for each lead or customer acquisition. It also has an opt-in email database of 4.5 million members. In 2005, MyPoints brought in $38.4 million in revenues, reporting operating income of $2.4 million.

The loyalty operation has languished somewhat in recent years under the ownership of United Airlines, which has recently emerged from bankruptcy. UAL originally purchased MyPoints.com, which was then a standalone entity, for $113 million, in 2001.

"This business, MyPoints, needed a rightful home within a company that was 100 percent dedicated and focused on the Internet," said Mark Goldston, chairman, CEO and president of United Online. "They agreed that it would be best served inside the confines of a pure internet company, which we are."

United Online, which operates NetZero, Juno, Classmates.com, PhotoSite and FreeServers.com, hopes to recruit new MyPoints members across its network, incentivizing users with points to do things like create a profile or upload photos.

"We could use these points as a way to reward you for activities that we can really monetize," said Goldston.

Goldston said he hoped incentivizing users would help increase loyalty and reduce churn. United Online has more than 50 million registered users, according to Goldston.

MyPoints has 100 employees and will continue its operations in San Francisco and Schaumburg, Ill.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...