Live From DMA07: Yesmail Direct for Small Businesses Unveiled
Marketing services provider Yesmail is expected today to announce a new package of services aimed at small businesses.
Dubbed Yesmail Direct, the service includes basic e-mail marketing, search-marketing and direct-mail services.
“Yesmail Direct simplifies the basic functions a small-business owner would want to do,” said Mike Hilts, president and general manager, Yesmail.
He added Yesmail plans to market the new service to the hundreds of thousand of existing small-business customers of parent InfoUSA.
“They’ve already been selling to these folks for years and years,” said Hilts.
The announcement follows Yesmail’s introduction of Yesmail Express earlier this year, an on-demand e-mail marketing service for medium-sized businesses that has so far drawn about 40 customers.
Yesmail Direct puts the company in direct competition with a crowded field of e-mail service providers for small businesses, including Vertical Response, Emma, MailChimp and Constant Contact — a company whose shares soared 73% in its stock market debut earlier this month, indicating investors believe there’s room for growth in e-mail services to small businesses.
Hilts said he believes one of the advantages Yesmail Direct has over its competitors is that when marketers outgrow other vendors, they must find another company for e-mail marketing services. With Yesmail, they can upgrade within the company, he said.
Hilts said the company hasn’t yet determined the pricing of Yesmail Direct’s services, but the company does not plan on being a bottom feeder.
“We’re going to introduce it as a premium product,” he said.
