Program Sends Electronic Messages Directly to Address Books
The new service involves getting customers to join a free program where they create an address book folder solely for receiving updates from a company. E-mail campaigns can be designed so that a link helps recipients set up the address book folder. Companies then send electronic messages to recipients' folders, skipping the inbox.
The marketing ability for regular e-mail has declined because of mass proliferation, said Marie Presti, vice president of marketing at Peoplestreet, Cambridge, MA. Presti said airlines could encourage their frequent-flier program members to use the feature to track their miles.
"As a consumer, you could send me updates, promotions and special offers," she said. "Or you can use it to communicate with me and make sure I am happy with my products."
Recipients also can reply to offers from the address book. They can receive messages in either Microsoft Outlook or Lotus Notes e-mail programs.
The offer builds on Peoplestreet's LiveCard application, which debuted in January. LiveCard allows firms to employ e-mail versions of business cards for management and e-mail marketing. End-users can exchange LiveCards with colleagues or customers at www.peoplestreet.com. LiveCard also allows users to receive an automated notification when a business contact who uses the service changes employer or location. Users of the service can send updates to people in their address books.
Pricing for Peoplestreet services is based on usage and varies greatly.