LifeMinders.com yesterday agreed to outsource its e-mail and wireless messaging technology to BlueLight.com, an Internet service provider and e-commerce site co-owned by Kmart, Martha Stewart Omnimedia, Yahoo! and Softbank Venture Capital.
LifeMinders, which had previously catered to only consumers, is in the midst of rolling out a business-to-business platform. In early April, the Herndon, VA-based e-mail marketer announced similar deals with 10 other business firms including BellSouth, Mercata and MarketWatch.com.
In a prepared statement, a BlueLight official said the deal would enable it to offer direct-to-consumer e-mail communications with its subscribers and customers. LifeMinders said the partnership would, in turn, allow it to market its products to BlueLight.com visitors.