RETURN PATH’S POSTMASTERDIRECT LAUNCHES BEHAVIORAL TARGETING ACROSS LIST PROPERTIES
Behavioral Targeting Adds to Interest Selects, Increasing Response Rates
New York, NY — PostMasterDirect, the email list management and brokerage arm of Return Path Inc., today announced the public release of its behavioral targeting system.
In addition to selecting by traditional demographics and category of interest, mailers will now be able to target lists according to what list members have responded favorably to in the past.
“Targeting by interest and demographic data is still key,” said Michael Mayor, president of Return Path’s list division. “But behavioral optimization allows you to focus within that target group on the people most likely to respond to your specific offer.”
Within Return Path’s current list products – PostMasterDirect, ITProsDirect, and SmallBizOwnersDirect – mailers currently target by demographic and category-specific interests. Adding prior response data to the list rental run had been shown to increase click rates substantially.
The beta release of the behavioral targeting engine has been in use for PostMasterDirect’s own marketing campaigns since the fourth quarter of 2004, with test mailings generating click through rates as high as 21%. As with all data managed by PostMasterDirect, behavioral data will only be used for targeting purposes and will not be made available to third parties.
PostMasterDirect will initially allow its clients to test Behavioral Marketing at no additional cost.
About PostMasterDirect
PostMasterDirect is the list and data division of Return Paththe leading email performance management company. PostMasterDirect pioneered and patented the "Double Opt-in" list building process that anti-spam groups, ISPs, legislators, industry trade groups, marketers and consumers agree is the highest bar of permission. In addition PostMasterDirect excels in IT customer acquisition. Its ITProsDirect network is the largest double opt-in IT network of it kind.
About Return Path
Return Path is an e-mail performance management company dedicated to improving the content, reach and delivery of permission-based e-mail programs. More than 1,500 companies have used Return Path to increase response rates and deliverability of their e-mail programs through its list maintenance, e-mail deliverability, email acquisition, and strategic best practice solutions. The company’s investors include Sutter Hill Ventures, Mobius Venture Capital, Flatiron Partners, and JP Morgan Partners. For more information, please visit www.returnpath.biz, e-mail info@returnpath.net, or call toll-free 866-362-4577
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