Inside Line: YesMail offers e-mail expertise in new program

Published on ., Chicago, today announces the launch of its Channel Certification Program, in which YesMail will train interactive agencies and list brokers in the art of e-mail marketing. The first agencies to complete the new training program are Beyond Interactive, a partner of Grey Global Group; Direct Partners, an Omnicom Group agency; and Middleberg Euro RSCG, a public relations shop recently acquired by Euro RSCG. While YesMail has worked with agencies on e-mail marketing campaigns in the past, Senior VP-Sales Michael Mooradian said many list brokers, media buyers and account directors are searching for a more basic direct marketing education when it comes to planning e-mail campaigns. Mr. Mooradian expects to train 15 to 20 companies by the end of June. YesMail has about 150 brokers and agencies that have signed up for the program.

MemberWorks, a Stamford, Conn.-based affinity marketing company, will use technology to develop online relationships with long-term off-line customers. MemberWorks creates membership programs for consumers and will use LifeMinders' technology to deliver targeted online messages designed to match profiles of MemberWorks' 6.2 million members. LifeMinders, Herndon, Va., began outsourcing its personalization technology last month. It also has signed contracts to provide services to BellSouth Corp., and Uproar.

Grizzard, Atlanta, won fund-raising responsibilities for rescue missions located in five markets across the country. The direct marketing agency, a subsidiary of Marketing Services Group, raised more than $20 million for missions in 65 markets last year, and now adds missions in Cleveland; Cincinnati; Erie, Pa.; the San Francisco Bay area; and Washington, Pa.

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