NetCreations Opens SurveyDirect

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E-mail list broker and manager NetCreations Inc., New York, has created a division called SurveyDirect to support its sampling offerings.

The new e-mail marketing service targets market researchers, relying on NetCreations' 40 million double opt-in names, including 3 million that have been prequalified for taking surveys.

"Many market research firms have their own panels they send e-mail surveys to, or they may outsource altogether," said Michael Mayor, president and chief operating officer of NetCreations. "NetCreations acts as a supplemental source for them by providing a pool of prequalified survey takers."

Implementing SurveyDirect is a five-step process. First, the client and a SurveyDirect executive identify goals and the target for a survey campaign. Second, SurveyDirect estimates how many e-mail addresses are needed to achieve campaign goals. Third, about 15 percent to 20 percent of the estimated volume goes into test.

Within 24 hours of that initial test drop, SurveyDirect will report 80 percent of the results based on response and open rates. The client is responsible for the completion rates.

Finally, based on the analysis, SurveyDirect determines which lists are most responsive for the campaign. It revises the estimates of total volume needed for the remaining completed surveys.

SurveyDirect is NetCreations' second division after PostMaster Direct. Mayor is confident it fills a need in the market research category.

"We serve this industry rather than compete with it," he said.


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