NBC Internet, the interactive spin-off from NBC, on Wednesday launched NBCi Direct, an e-list management and database marketing division specializing in direct email marketing.
The move adds an important capability to NBCi’s e-commerce focused strategy, as email 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 email 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 emails to consumers and small businesses.
The decision to launch this division also puts NBCi, to a certain extent, in competition with other email marketing firms, including NetCreations, yesmail.com, ClickAction, Digital Impact, and Bigfoot Interactive.
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