As a country music editor at Esquire in the mid-80s, Will Tifft strived to maintain the magazine’s quality as it extended its coverage from old-timers such as George Jones to up-and-comers such as Reba McEntire. These days, as the head of 24/7 Mail, 24/7 Media Inc.’s e-mail list management and brokerage division, he’s seeking to maintain the same level of quality as the division expands from its list mainstays such as technology to relative newcomers, such as single office/home office.
Today, 24/7 Mail introduces the SOHO Alliance, a highly targeted b-to-b list of 2 million small office/home office executives. 24/7 Mail believes there is a growing demand among marketers for SOHO lists, because the executives on these lists are almost always responsible for their companies’ purchasing, Tifft said. "It’s a way of capturing a lot of purchase decision-makers," he said.
24/7 Mail tries to maintain list integrity by restricting the number of times a prospect is e-mailed to a maximum of four a month, Tifft said."First and foremost, we don’t spam," said Tifft, who came to 24/7 Mail by way of Time Inc. and the National Geographic Society. "We maintain relationships through e-mails. We don’t burn them.