Schaumberg, IL-based Experian has about 75 clients poised to do e-mail marketing campaigns through Experian’s alliance with FloNetwork Inc. The partnership marks Experian’s foray into e-mail marketing. It was announced Tuesday.
Among the 75 companies are 50 catalogers, said Gary S. Laben, vice president of marketing and business development at Experian. ” We really think the big opportunity [for e-mail] is with traditional catalogers and publishers,” he told DIRECT.”
They are immediately embracing a new medium and doing this very readily,” he added. Laben admitted that some of those clients had been executing their e-mail campaigns through other vendors, using Experian for offline direct marketing services.
Now, in its cooperation with FloNetwork, Experian will be able to marry consumers’ offline behavior with their online behavior in purchases they make with a particular marketer. Knowing for example, that a customer who shops from jcrew.com purchased linen slacks from the J. Crew paper catalog last month, will inform and help to personalize the next e-mail promotion that goes out to that consumer.
FloNetwork, which has been adding sales staff, gains from Experian’s database marketing services. On such service is Visitor Insight, an Experian product that checks and corrects a Web site visitor’s postal address as he enters it online.
Bolstering its database capabilities is key to FloNetwork’s growth, said Reggie Brady, vice president of strategy and partnership at the Greenwich, CT and Toronto-based company. ” This alliance truly extends our reach,” she said. ” Database marketing is where it’s at in this space.”
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