Online Video Retailer Launches BigStar Direct Service

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Video retailer BigStar Entertainment Inc. this week will launch BigStar Direct, a personalized e-mail service bureau.


The new initiative will offer targeting, segmenting, and reporting capabilities for marketers to send customized messages to customers and tracking results down to the individual level.


"What we've developed here at BigStar is a direct marketing services company that goes out and teaches people to capture e-mail addresses, get a completely voluntary opt-in list and be able to combine that list with information from their Web site," said David Friedensohn, chairman/CEO of BigStar.


Six clients have already signed up. These include Flirt Inc., CP Creations, fashionmall.com, MediaBay Inc., iGain Inc. and bigstar.com, the video retailer itself.


The new business-to-business service integrates the upgraded BigStar Direct 3.0 software that allows a single stream of e-mail addresses to combine with direct marketing promotions.


When used internally, the BigStar Direct service has reported higher visit and conversion rates through targeted direct communications with online consumers, BigStar claims.


Also, the e-mail service can scale to hundreds of thousands of customized e-mails per hour and can mail messages in text, HTML or AOL formats, the company said.


BigStar said this service has the additional ability to track to the nth degree. Using its proprietary software, it takes a person's e-mail address and creates for that individual a personalized e-mail message.


'The core benefit is having a large subscription audience of e-mail addresses to which you can send personalized electronic catalogs," Friedensohn said.
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