E-Mail Service Gives Companies Access to Home Design Enthusiasts

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HomePortfolio.com, Newton, MA, debuted an e-mail service this week to offer home design retailers and manufacturers the opportunity to reach its database of home design enthusiasts.

An online provider of home design information, HomePortfolio claims to have a database of approximately 325,000 people.

The e-mail service is touted as being able to develop e-mail campaigns, track results and provide results analysis.

HomePortfolio also said the service allows home design retailers and manufacturers to advertise to targeted segments of its database. Marketers can target people by geography, gender, age and income, among other demographics, the company said.

HomePortfolio's membership is made up mostly of women with annual household incomes of more than $100,000 and an interest in home design.

"We have the prime rental list of high-end, affluent home design buyers," said Maria LaTour Kadison, senior vice president of marketing at HomePortfolio.

LaTour Kadison said the service is equally beneficial to its registered users. She said 80 percent of the company's membership asked to receive information from partners.

"They're not only highly qualified in terms of the right demographics and psychographics," she said, "but they're also really interested."

In related news, HomePortfolio partnered this week with Passaic Parc, Wellesley, MA, an online direct marketing company. Passaic Parc will provide creative services to support the e-mail product.

LaTour Kadison said five or six companies already have signed up.

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