ADVO and coolsavings.com Partner

Direct mail marketing company ADVO Inc. and Web coupon and marketing promotion site CoolSavings are teaming up to launch an integrated marketing initiative.

The program combines CoolSavings’ targeted Internet marketing services with the reach and targeting capabilities of ADVO’s direct snail mail programs to provide national and local business owners with cost-effective and scaleable targeted marketing solutions, the companies said.

The new relationship will provide ADVO’s 600 national sales associates and 25,000 advertising clients with Web-based tools enabling them to create and deliver savings opportunities such as coupons, rebates, gift certificates and free samples to CoolSavings’ database of registered shoppers.

ADVO will promote the Internet marketing program to the more than 60 million households it reaches weekly. Through CoolSavings’ SavingsCenter software, advertisers will have the ability to target and track, in real-time, the effectiveness of the Internet promotions they administer.

“We’re pleased to be working with CoolSavings to bring our clients a comprehensive Internet marketing strategy to help them get to know their consumers and ultimately build lasting one-to-one relationships with them,” said Gary M. Mulloy, ADVO’s chairman and chief executive officer.

“Our combined services will provide traditional and online retailers with a new way to acquire and retain long-term customers,” said Steven M. Golden, chairman and chief executive officer of CoolSavings.

The alliance follows an earlier agreement in which CoolSavings and ADVO’s subsidiary Super Coups, a co-op direct mail advertising company focusing on the needs of small businesses, launched a co-branded local market savings Web site.