NetCreations Opens SurveyDirect

Share this article:
E-mail list broker and manager NetCreations Inc., New York, has created a division called SurveyDirect to support its sampling offerings.


The new e-mail marketing service targets market researchers, relying on NetCreations' 40 million double opt-in names, including 3 million that have been prequalified for taking surveys.


"Many market research firms have their own panels they send e-mail surveys to, or they may outsource altogether," said Michael Mayor, president and chief operating officer of NetCreations. "NetCreations acts as a supplemental source for them by providing a pool of prequalified survey takers."


Implementing SurveyDirect is a five-step process. First, the client and a SurveyDirect executive identify goals and the target for a survey campaign. Second, SurveyDirect estimates how many e-mail addresses are needed to achieve campaign goals. Third, about 15 percent to 20 percent of the estimated volume goes into test.


Within 24 hours of that initial test drop, SurveyDirect will report 80 percent of the results based on response and open rates. The client is responsible for the completion rates.


Finally, based on the analysis, SurveyDirect determines which lists are most responsive for the campaign. It revises the estimates of total volume needed for the remaining completed surveys.


SurveyDirect is NetCreations' second division after PostMaster Direct. Mayor is confident it fills a need in the market research category.


"We serve this industry rather than compete with it," he said.


Share this article:
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.