IPost Picks New CEO, Starts Strategy Unit

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E-mail marketing services firm iPost named a new CEO and launched its strategic services division as part of plans to expand.

Russell McDonald, the company's vice president of sales, is the new CEO. He succeeds Steve Webster, who becomes the firm's chief strategy officer and head of the new strategic services division. This expansion results from a 50 percent increase in monthly revenue over the past year.

"The goal is to leverage iPost's unique station," Mr. McDonald said of the Novato, CA, firm. "We own all of our intellectual property and tools, and we have no debt nor venture capital. We plan to grow through organic growth and looking at acquisition opportunities."

The strategic services division adds a feature to the existing e-mail deployment service that identifies e-mail marketing goals and troubleshoots problems for clients.

For example, client Kimpton Hotels, a popular boutique hotel group, uses iPost to send various customer communications, reservations and promotions. IPost personalizes these e-mails and sends newsletters for Kimpton's In Touch loyalty program, which includes personal loyalty account information.

To take it further, iPost integrates its knowledge with the central reservation system provided by Pegasus, a technology services company in the hotel industry. This information lets iPost send personalized confirmation e-mails and cross-sell the hotel group's other properties and restaurants.

Other iPost clients include Armani Exchange, Keds, Stride Rite, Fujitsu, Athleta, FedEx Freight, Lucy.com and Roadtrips.com.

E-mail marketers face many issues, including how to measure deliverability and then how to use this information to increase the numbers. One directive for iPost is to increase the return on every dollar spent through best practices and personalized consulting.

"Adapting to an environment where consent, not content, is the key factor for delivering e-mail to the inbox, ISPs are realizing that they cannot provide broad-spectrum content analysis that results in their customers getting what they've actually requested," Mr. McDonald said. "Mechanisms to deliver based on consent and reputation are growing as a result. This and keeping clients abreast of what matters and what doesn't to effective e-mail marketing is an important effort for iPost."

Mr. Webster will speak at this week's DM Days show in New York. His sessions are "Don't Just Send E-Mail, Deliver It" at 2:40 p.m. June 20 and "Tap Into Customers' Deepest Desires With Strategic E-Mail Marketing" at 2:45 p.m. June 21.
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