INSIDE LINE: ClickAction, Grey team up for e-mail efforts

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Grey Direct, New York, is partnering with e-mail marketer ClickAction to implement e-mail campaigns for Grey's clients. The custom-designed e-mail campaigns will be marketed to the agency's clients through Grey Direct e.Marketing and Grey E.Mail, two internal groups within the direct shop. Grey Direct works with clients including Chase Manhattan Bank; Goldman, Sachs & Co.; and Nokia. ClickAction, which has worked with companies including Brooks Bros., Sara Lee Corp. and Nabisco, helps clients deliver permission-based e-mail campaigns to customers and tracks results in real time.

Equifax, Atlanta, and R.L. Polk & Co., Southfield, Mich., are joining to create marketing products for the automotive industry using Polk's car ownership history and Equifax's consumer credit and financial information. The products will help carmakers, dealers and lenders better target consumers. The offerings include models to predict purchase behavior, a product to identify people in the market to buy a car ranked by credit worthiness, and reports and analyses on Polk and Equifax information for specific companies. Equifax purchased Polk's Consumer Information Solutions Group earlier this year.

Response Marketing Group, Burlington, Vt., released a study of direct response advertising on radio that found 57% of radio spots included some sort of direct response element such as an 800-number, Internet address or local phone number. The seven-week review of 286 hours of radio in the top 100 markets found that 29% of all radio ads included toll-free numbers as a means of driving response. Of the ads that included the free calls, 72% of the numbers given were vanity numbers that used words instead of numbers to make a connection with the advertiser. Listing an Internet address was the second most common use of direct response in radio ads. Twenty-four percent of ads included Internet addresses, according to the study.

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