MyPoints.com Inc. has launched a Swedish version of its Mypoints BonusMail program in a strategic partnership with Sweden Post, the state-run postal system.
Roughly 10,000 consumers have already enrolled as members, and the firm hopes to reach 100,000, 3% of Sweden’s Internet users, by the end of the year.
As in the U.S., BonusMail members share personal information in exchange for points. The information is used to target them for offers via e-mail and the Web.
Sweden was chosen for the first international venture because it is one of the most wired countries in Europe, with close to 50% of its population using the Internet, according to a spokesperson for MyPoints.com.
Sweden Post was seen as a good partner because it has a large presence as the national postal service, and is a large user of American-style online direct marketing and loyalty programs, the spokesperson continued. It operates Target, one of the most popular e-commerce portals in Europe.
For its part, Swedish Post determined that BonusMail is based on opt-in participation, and that it has strict privacy standards, the spokesperson continued.
BonusMail Sweden has a potential universe of about nine million adults. Sweden Post has sought to strengthen its Internet presence in advance of diminishing demand for postal mail.
Primedia Ventures, the venture capital arm of publishing and media company Primedia Inc., which owns DIRECT, is an investor in MyPoints.com Inc.
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