DoubleClick Debuts Web-Based E-Mail List Tool

NEW YORK — DoubleClick Inc. today is expected to announce the launch of DARTmail ListDriver, its Web-based e-mail list ordering tool. The announcement will take place here at the Direct Marketing Association's List Vision 2002 conference here at the Waldorf Astoria.

“ListDriver is a technology for list owners and managers of e-mail lists,” said Peter Scherr, product manager of DARTmail ListDriver at DoubleClick, New York. “The benefits to the system are an automated process of order creation and delivery.”

The system is directly integrated with DoubleClick's DARTmail e-mail messaging platform. List managers and owners using the DARTmail system can use ListDriver to simplify the list rental process.

“When a list manager or list owner signs on to use ListDriver, we actually assist them in mapping their data to the range of interest demographics and profile data that we have currently in ListDriver,” Scherr said. “Once that's done, we load their data into our system.”

Custom data, such as a specific interest category, can be added as well, he said.

The system lets users select lists and segments for an e-mail campaign; manage the creative for each mailing and provide detailed reporting for each mailing. ListDriver is available in a Web-based application service provider format.

InfoUSA's list brokerage and management division Walter Karl was the first firm to sign on to use ListDriver. Walter Karl, Pearl River, NY, bought DoubleClick's e-mail list services division in March.

MaxWorldwide also has agreed to use ListDriver. The New York-based firm acquired DoubleClick's North American media business last month.

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