November 6, 2008, 12:00 AM

SingerDirect offers ads in transactional e-mail

SingerDirect, a direct marketing unit of Omnicom Media Group, has launched the Online Media Network for sending transactional e-mails like order confirmations with links to ads based on consumers’ demographics and shopping behavior.

Paul Demery

Managing Editor, B2B E-commerce

SingerDirect, a direct marketing unit of Omnicom Media Group, has launched the Online Media Network for sending transactional e-mails like order confirmations with links to ads based on consumers’ demographics and shopping behavior.

“We’re offering this to retailers, consumer products goods companies and direct mail marketers, but retailers are our biggest category,” says Sandra Roscoe, executive vice president of SingerDirect. The company is not free to name any early clients, she adds.

SingerDirect uses the Live Decisions database application from Web Decisions Inc. to match particular transaction e-mail messages with product offers related to the interests of the e-mail recipient. When a marketer sends the transactional e-mail, it’s routed through the Live Decisions application, which adds advertising links based on the recipient’s demographics and purchase history. The ad links can be from the company sending the transactional e-mail or a third-party advertiser, Roscoe says.

Omnicom Media Group also makes the targeted ads available through call center communications and web site content, the company says. Omnicom Media Group is a part of New York-based marketing and communications company Omnicom Group Inc.

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