MiddleEastPostBox.com, the first dedicated portal for ‘opt-in’ e-mail marketing—also called ‘permission marketing’— has been launched in the region by Cyber Gear, an Internet solutions company based in Dubai. The site captures the demographics of registered Internet subscribers with their areas of interest for delivering value-added information through e-mail and WAP-enabled news alerts.Global research conducted by Forrester and eMarketer USA confirms that more than 85% of all net users use their Internet accounts for accessing e-mail. Total email-marketing spending in the US is likely to reach US$ 3.5 billion by the end of 2003. “There is a critical need for providing a platform for cost-effective and targeted online marketing,” says Sharad Agarwal,. “With banner advertising having serious limitations in reaching the right audience, permission e-marketing is slated to be the next major revolution in the Internet industry. One must ideally receive only the information that one subscribes to. Middle East Post Box will help agencies and marketing organisations in the region accomplish that objective of delivering their messages directly to the e-mail boxes of their target market.”The database will include information such as gender, age, family size, income, education, occupation and other relevant information of registered subscribers, and will be available in both English and Arabic. Complete tracking reports are provided for measuring effectiveness of campaigns through audited click-throughs.
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