Direct Media and Datran Media partner

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

The deal will combine Direct Media's offline marketing expertise with Datran's database.

Direct Media has created a new marketing model called E2M, as a way 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, Greenwich, CT.

Datran Direct claims more than 100 million unique audience members. The division provides e-mail solutions by employing an analytic algorithm based on demographic, psychographic and contextual data to increase relevance and drive consumer value.

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