Return Path Restarts Postmaster Direct E-Mail Database

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E-mail marketing services firm Return Path relaunched its Postmaster Direct e-mail database with 33 million double-opt-in targeted business-to-business and business-to-consumer profiles of individuals.

The rental database now has more interest categories, demographic information and behavioral targeting data for online customer acquisition efforts.

"Postmaster Direct really is a way to work with list owners and partners to help them monetize in different ways their assets and their Web sites and their ability to build lists off those Web sites," said Marty Donner, vice president and general manager of list and data solutions at Return Path, New York.

"It's unique in that this is not your typical co-registration database," he said. "This is a true double opt in where we at Postmaster Direct are in a partnership with the list owner. The objective of the partnership is to build long-term value and to ensure that consumers only receive information they request. And that's why the double opt in is so critical for our model."

Partners in Postmaster Direct include, owner OSTG, CNET and MSNBC. Marketers also can use these partnerships to advertise in select RSS feeds and on e-mail confirmation pages after a user has opted in to receive e-mail from partners, Return Path said.

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting


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