Lighthouse List debuts list that segments by device

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List broker Lighthouse List Co. has made available a new-to-market postal and email list that segments by mobile device consumers that have responded to a direct response email offer, said Mark Traverso, VP of new business and sales at Lighthouse List. The list contains a total of 25 million postal names and 40 million email names.

“You can segment email deployment based on device type,” Traverso said. The company does this by placing a tag on customer URLs and capturing the IP address, browser information and device type.

Traverso added that it is important to customers to have this type of intelligence in order to segment properly. “How someone views your email message is crucial,” he said, which enables companies to tailor messages to iPhone users that is distinctly different from desktop messaging. Lighthouse clients include Silverleaf Resorts and DirectBuy.

The announcement comes as marketers have been optimizing their email interactions to ensure their messages aren't diluted by competing communication channels.

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