Fabrik Communications Inc., San Francisco, officially launched its Fabrik Direct division yesterday, an e-mail-based direct marketing service for publishers and catalog merchants. The new operation will focus on helping clients identify and secure prospects while building a better understanding of their existing customer’s needs through online-based programs that use customized e-mail messaging.
Fabrik Direct said it will leverage its parent company’s core competencies in e-mail, Internet, and database technologies as it goes about developing targeted, low-cost direct e-mail campaigns to increase sales and revenue for clients.
According to, Butch Winters, CEO at Fabrik Communications who characterizes Fabrik Direct’s e-commerce solution as a killer application, “Many businesses now recognize e-mail as an indispensable tool for communicating with customers and prospects alike.”
He said the company’s expertise in messaging, database services, and direct marketing will help clients develop more profitable, long-term relationships with their customers.
For catalogers specifically, Fabrik Direct will focus on helping merchants to “reactivate dormant customers, reward frequent customers, and move seasonal stock.” The company also says its programs can help increase catalog sales by inserting up-selling and cross-selling suggestions into existing e-mail-based customer acknowledgments and order confirmations.
Fabrik Direct’s parent, Fabrik Communications, Inc. (www.fabrik.com) was founded in 1994. The company is an integrated developer of Web, messaging, and database technologies that assist corporate clients with their customer acquisition and retention programs. The privately-held company also owns and supports the Catalogs2GO.com catalog portal.