Handbag offers up opt-in database

Handbag.com, the lifestyle web site for women, is to open up its database of opt-in email subscribers to advertisers.

It has hired email marketing specialist Electronic Direct Response (EDR) to push the list, which offers 200,000 opt-in subscribers to brands that want to target Handbag's audience.

EDR has already run several promotions using the list, including campaigns for Baileys, Cannons Health Clubs and the British Heart Foundation. The company said it had several cosmetics brands interested in advertising to the database.

Brian O'Sullivan, sales director at EDR, explained: "Email marketing is extremely effective for responses, conversions and personalised messages by being delivered straight to the desktop and endorsed by the list owner. We only take advertisers that are relevant for the client - it's a no-clutter form of advertising that delivers a standalone message," he added.

Ruth Brownlee, ad director at handbag.com, said: "It's a great source of revenue and a fantastic product to add to the portfolio of commercial opportunities. Permission-based marketing represents a fantastic opportunity for brands to reach affluent, professional women."

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