Cross Media Shifts LifeMinders From Ad Model to Commerce

Share this content:
Direct marketing concern Cross Media Marketing Corp. announced Friday that it has restructured LifeMinders in an effort to turn the e-mail division from a largely advertising-driven property to a commerce-oriented one.


Cross Media acquired LifeMinders -- a company that sends people e-mail reminders and other content based on personal interests -- for $68.1 million in cash and stock in October.


As part of the LifeMinders redesign, Cross Media trimmed the interest categories members can opt into from 22 to three -- health and wellness, home, and travel -- to match better with the product offerings on Cross Media's other marketing channels.


Among those channels are three online continuity clubs:


· Discount travel and leisure Web site www.destinations-direct.com


· Health and wellness site www.wellshore-direct.com


· Consumer products and services site www.premia-network.com


"LifeMinders really serves as a front door [to the clubs]," said Steve Gerber, vice president of marketing, Cross Media, New York.


The company will use LifeMinders' regular e-mail blasts to drive customers to the clubs.


"[The restructuring] is a migration from an advertising-driven model to one that's more commerce driven," Gerber said.


The advertising-driven LifeMinders, for example, had pet ownership as a category.


"It's a combination of a reflection of where the advertising market was at the time, and where they thought they could provide the most value to consumers," Gerber said.


The database was built to capitalize on a market where business-to-consumer e-mail lists were commanding $300 cost-per-thousand rates, he said.


"Once that collapsed, their reason for being ... kind of faded away," he said.


LifeMinders has 20 million people in its database, about half of whom interact with the product regularly.


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

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