Ralston Purina Selects Lifeminders.Com for Targeted E-Mail

Herndon, VA-based LifeMinders.com Inc. a provider of free personal email reminders and timely tips, signed pet food marketer Ralston Purina Co. as the exclusive sponsor in the pet food and cat box filler manufacturer category of LifeMinders Pet.

The agreement provides LifeMinders.com newest category, LifeMinders Pet, with pet health and nutrition information and a brand name that consumers trust, the companies said. Spending was not disclosed.

Consumers can now receive personalized, timely information on how to enhance the health and understanding of their pets via email. Content for LifeMinders Pet will be created by LifeMinders.com and include links to content on Purina’s portfolio of Web sites including dogchow.com, catchow.com and puppyplace.com.

Mark Witzling, director of marketing at the Purina Interactive Group said: “Ralston Purina wants to advance its direct marketing initiative and views LifeMinders.com’s personalized email service as an ideal way to send highly targeted advertising messages and get timely measurable results.”

Founded in 1996, LifeMinders.com Inc. sends millions of free, targeted reminders and timely tips each month to a membership base of approximately 700,000. Advertisers include Home Depot, Kimberly-Clark’s Huggies brand, First USA, a subsidiary of Bank One Corp. and Jiffy Lube.