Direct Media, Datran partner

List services firm Direct Media Inc. and e-mail marketing company Datran Media have teamed to provide multichannel marketing services, with an emphasis on acquisition through the combination of e-mail and direct mail.

The deal combines Direct Media's offline marketing expertise with Datran's database. Direct Media has created a marketing model called E2M to make the most of Datran's database, addressing the importance of the e-mail-to-mail relationship in multichannel acquisition campaigns.

"The combination of traditional direct mail with additional e-mail contacts adds up to substantial lift in response," said Patrick Gelderman, vice president of data services at Direct Media Data Services.

The Datran Direct division claims 100 million unique audience members. It provides e-mail solutions by using an analytic algorithm based on demographic, psychographic and contextual data.