Canada paper tests direct e-mail

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The Financial Post, a Toronto-based daily newspaper, is the first to use a new direct e-mail service called I-Mail. The service is designed to bring an interactive component to direct mail campaigns and help build databases for online campaigning.

The service, from I-Mail International and MLS Computer Services, will begin testing next month in Canada when the Post will drop a 50,000-piece mail test, said MLS Account Manager Martin Lomas.

Using I-Mail, a direct mailer sends with his or her mailing a password that the mail recipient can use to log onto a personalized Web site created for him or her by a marketer. The site could let a publisher send personalized content; a cataloger could offer new products; and a financial services company could provided portfolio data.

To date, the potential for direct mail online has been sullied by operators such as Cyber Promotions, which has been embroiled in legal tussles with America Online, CompuServe, Prodigy and others over mass e-mailing the company has sent out.

Copyright October 1996, Crain Communications Inc.

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