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 email 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 email. 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 email 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.
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