MatchLogic Launches Opt-In E-Mail Marketing Service

Online marketing services company MatchLogic Inc. launched DeliverE, a new marketing service that delivers sales and branding messages to pre-qualified, receptive opt-in email audiences.

MatchLogic said DeliverE turns direct marketing into a participatory process in which the consumer plays an active and consensual role. Detailed demographic, lifestyle and purchase intent data is provided voluntarily by users who participate in MatchLogic-sponsored sweepstakes, contests, and registrations.

With each DeliverE promotion, the user can update email preferences and interests by using the DeliverE URL link. As a further precaution against user message overload, the DeliverE service manages email frequency.

Designed as a turn-key solution for email campaign management and execution, DeliverE’s services include identifying target audiences, integrating email content, graphics and URLs, delivering the email and monitoring every aspect of campaign performance, the company said.

MatchLogic said its “closed loop” campaign reporting capabilities include the tracking of email successfully delivered, response to a single or to multiple calls-to-action, campaign cost per response and per consummated sale. Performance metrics are available real-time in a secured online environment.

“Publishers and other direct marketers are looking closely at email as an important new channel in the direct marketing mix,” said Ed Fones, vice president and general manager of Men’s Health magazine, which is testing DeliverE for subscription offers. “DeliverE was put together by people who really understand the direct marketing business, and applied their direct marketing expertise to list selection, modeling, execution, tracking and analysis.”

MatchLogic, founded in 1996, offers integrated solutions that allow advertisers and agencies to orchestrate complex, integrated Internet advertising efforts. The company is a wholly owned subsidiary of Excite Inc.