Update: How-To Site Teams Up With LifeMindersInformation how-to site www.eHow.com, San Francisco, is seeing positive response from e-mails it is sending to LifeMinders' members to drive them to its site, where they can get how-to answers to life's daily questions and link to an e-commerce site where they can buy the needed items to complete the task.
So far, banner click-through rates from the e-mail eHows launched earlier this month have been "terrific," according to Paul Chartrand, online marketing manager at eHow.com, but he would not disclose numbers.
LifeMinders.com Inc., Herndon, VA, makes it easy for its members to sign up to get eHows. For example, a Lifeminders member may receive a cooking newsletter from LifeMinders with an eHow how-to included.
"Our categories very closely matched up with their categories and [LifeMinders] really had a need to provide this rich content to their users," Chartrand said.
eHow.com will not have access to the information of LifeMinders' members but will collect information once users come to eHow.com, and encourage them to sign up for eHow's inhouse newsletters.
eHow generates revenue by selling ad space on its site, receiving a percentage of e-commerce revenues and through licensing and syndication of their content - online and offline.