Sorting out the choices

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For marketers awash in e-mail options, Grey Direct has a solution.

The New York- based shop's eMMetrics platform, launched in May, streamlines several technology solutions by acting as a clearinghouse.

The unit, which currently has 12 clients, including W Hotels, Chase Manhattan Bank and Deltathree, provides the strategy and creative, but outsources certain marketing aspects to e-mail specialists such as eFusion, and One Interactive.

For instance, W Hotels used eMMetrics for its online ad campaign announcing the launch of a new hotel in Newark, Calif.


The campaign consisted of pop-up ads that ran on Web sites such as Stockmaster and

The pop-up ad, which opens as a separate window on the viewer's screen, included a link that sent consumers to the hotel reservation form and displayed a "send to a friend" option.

W Hotels had forecast a minimal increase in reservations and it was not expecting a lot in terms of referrals since there was no incentive tied to it, says Jeanniey Mullen, general manager of Grey E.Mail and creator of the eMMetrics platform. But the ads drove a total of 8,122 visitors to the site for a total of 106 reservations, exceeding company expectations.

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