Blockbuster Builds E-Mail Database

Share this article:
Blockbuster Entertainment launched an e-mail newsletter this month at its Web site that will target offers based on member preferences and communicate new releases and store-specific promotions.


Visitors to the site (www.blockbuster.com) sign up for the @Blockbuster newsletter through a data capture system hosted by Admail.net, the e-mail marketing division of list firm DM Group, Aurora, OH.


Admail.net will manage and profile the Blockbuster database, which includes e-mail addresses collected from previous online promotions and in-store membership registration, and handle bulk e-mail newsletter distribution.


Blockbuster has no plans to share or sell its database for marketing purposes. However, the database gives the company a new communications link to its 4,000 video stores in the United States. Users indicate what type of information they wish to receive -- from release dates of new titles to new store openings -- and how often they want to receive it by filling out a survey that asks questions such as their favorite movie and video game categories and whether they own a DVD player.


"Our research shows that movie fans are hungry for that information," said Liz Greene, spokeswoman for Blockbuster.


Coupons are not yet available by e-mail, but the company is working on a number of benefits for @Blockbuster, Greene said. Members can opt to receive direct mail offers when they register in stores and will eventually be able to request them via e-mail.


The system set up by Admail.net places @Blockbuster subscriber information directly into Blockbuster's database. The data is cleaned to eliminate unusable e-mail addresses and available for use in 48 to 72 hours, said Robert Hicks, DM Group president.


Admail.net maintains a proprietary database with four years worth of good and bad e-mail addresses that it matches against all newly captured information.


Admail.net has provided e-mail services for direct marketing clients for three years. Blockbuster is its largest retail client and is a symbol, Hicks said, of the growing acceptance of e-mail as a marketing medium.
Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: Google Adds Upgrades to AdWords

News Byte: Google Adds Upgrades to AdWords

Rolling out over the next few months will be tools for mobile app engagement, automated bidding, and A/B testing.

This Earth Day, SodaStream Takes People to 'The Secret Continent'

This Earth Day, SodaStream Takes People to 'The ...

The promotional premise is garbage, of course—some 3.5 million tons of it floating in the Pacific, unbeknownst to millions of drinkers of bottled pop.

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.