E-mailChannel Debuts MailMutt Service

Share this content:
EmailChannel Inc., a Boca Raton, Fla., yesterday rolled out MailMutt, a new service that allows consumers to search through a database of commercial e-mails and use the offers and incentives that interest them without having to turn over their e-mail addresses to the marketers.


Consumers who visit MailMutt.com will be able to search for text and HTML e-mail offers by category or keyword, or by e-mail type -- newsletters or campaign mailings. There are 15 categories ranging from arts and automotive to shopping and travel. The consumers can explore the offers without having to register for individual mailing lists.


"MailMutt is about access, privacy, convenience and control," said John Lawlor, president of EmailChannel, an e-mail marketing service provider. "We put all of this into the hands of the consumer and at the same time provide an added channel for direct marketers to reach their audience."


The key to the program's success, however, is twofold -- getting marketers to place their ads in the MailMutt database and attracting consumers to the site. On the business side, EmailChannel is targeting direct marketers, e-mail marketers and those companies who have not done any significant e-mail marketing but are interested in trying a low- or no-cost campaign.


To entice these firms into the system, MailMutt is allowing marketers to submit their e-mail offers free of charge from now until the end of 2000. In addition, EmailChannel and MailMutt are claiming to offer marketers a chance at reaching a broader level of Internet users beyond just their internal customer files.


"If a marketer sends a promotional e-mail to 10,000 people, chances are only those 10,000 people are going to see that promotional e-mail, but MailMutt changes that," Lawlor said. "MailMutt now enables marketers to reach an infinite number of consumers with their messages."


The e-mails that appear on the site during its launch are offers from lists that MailMutt has registered. MailMutt has not yet received any e-mail submissions, Lawlor said.


MailMutt is being promoted to consumers in three ways: EmailChannel is striking deals with some of its clients to include a MailMutt banner in the bulk e-mailings it delivers for them, it is also placing ads on traditional consumer-oriented search engines and it has entered into affiliate agreements with other sites.


Lawlor said that while he expected the service to always remain free for consumers, it would eventually start charging marketers for placements. MailMutt is free to marketers now because the site is trying to build up its database. By early 2001, he added, it would move to a pay-for-placement and category sponsorship model
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above