DoubleClick Upgrades DARTmail

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DoubleClick Inc. today is expected to introduce an upgrade to its DARTmail e-mail messaging platform. The new version, dubbed DARTmail 3.5, is expected to launch this week.


The company said the upgrade incorporates technology from FloNetwork, the e-mail messaging provider DoubleClick acquired in April 2001. It also features campaign reporting on America Online's AOL 6.0 platform. DARTmail 3.5 can differentiate between AOL 6.0 users receiving text messages or HTML-based messages.


The heart of the upgraded DARTmail is its campaign reporting and data integration tools said Court Cunningham, vice president and general manager of DoubleClick's DARTmail division.


Users now can merge/purge e-mail lists on the fly, in real-time, he said.


"Campaign management is only as good as the data," he said. "With DARTmail 3.5, users can import large data sets."


He also noted that now DoubleClick offers clients an ASP and a software version of DARTmail. The company is working to standardize the user interface of its products, incorporating the platforms of FloNetwork and the Unity Mail system it inherited with its acquisition of MessageMedia in June 2001.


DoubleClick plans to add DARTmail's campaign reporting technology to the Unity Mail platform. The company plans to release a rebranded Unity Mail platform at the end of the summer, he said.


"We need to do some major work over the next six to eight months," Cunningham said.


DoubleClick also is working to add e-mail list rental management features to DARTmail 3.5, he said. The list rental module, called List Selector, would let publishers streamline their list rental businesses and better control their newsletter ad inventory.


"The ad-sponsored newsletter model is not working," he said, "because there is a glut of inventory on the Web. Many publishers are turning to list rental. So we developed a list rental module that sits on top of DARTmail."


DoubleClick plans to release List Selector sometime this summer, he said.


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