Microsoft selects Datran Media for e-mail marketing services

Technology giant Microsoft has selected Datran Media to deliver its e-mail marketing communications worldwide.

Microsoft will be employing Datran's StormPost platform, which lets the technology firm customize its communications. Microsoft can use the platform across its communications but is starting with opt-in Hotmail-featured offers and newsletters.

"This really adds a lot of new opportunities to their sending potential, since Storm Post helps with targeting, deliverability and compliance," said Josh Baer, chief technology officer at Datran Media, New York.

In collaboration with Microsoft, Datran Media also developed an e-mail inventory management system that lets Microsoft's advertising sales staff keep track of sold and available e-mail media inventory, similar to banner inventory management. When inventory goes unsold, it can then be released into the entire market place exchange.

"It is specifically designed so that their sales force can sell segments within that message, which optimizes what they sell and how unsold inventory is released," said Matt Keiser, co-founder and president of Datran Media.

Microsoft can also segment its list and sell e-mail inventory based on different segmented audiences.

This platform will now be available for all Datran clients.

Earlier this year, Microsoft's technology team accepted the StormPost .NET-based platform, a collaboration of the two companies, as a component of Microsoft Digital Advertising Solutions.