Social networking site Friends Reunited has appointed DLG, the UK’s leading consumer lifestyle data and solutions provider, to manage and broke its previously untapped email database of over 3.2 million individuals opted into 3rd party emails – its first step into the commercial list rental market since setting up in 2000.
With 18 million registered members on Friends Reunited, the partnership brings together one of the most recognized and highly trusted digital consumer brands in the UK with one of the leading commercial data sales businesses, and as such is likely to prove fruitful not just for both parties but also for e-marketers seeking out fresh, highly responsive and well-targeted consumer lists to promote their brands and sell their products and services.
With ongoing reconfirmation of the opted-in Friends Reunited membership and its appended datasets, combined with the wealth of additional data from DLG’s consumer lifestyle databases and analytical and targeting expertise, the partnership is expected to generate significant response rates from 3rd party commercial email broadcasts.
Jeremy Whitaker, CEO of DLG comments: “Friends Reunited has the greatest single source of emailable consumers in the UK. For DLG to be able to leverage the potential of this on behalf of Friends, and to extend the opportunity that this affords to our clients, is fantastic news for 3rd party marketers.“
Tim Ward, Marketing Director at Friends Reunited adds: “Friends Reunited has been looking to partner a company with the right experience and expertise in data marketing, in order to maximize the potential of our database for 3rd party use.
"We were delighted that DLG provided the scale, the reputation, the vision and the shared belief in the huge opportunities of digital marketing.”
Because of the strength of the Friends Reunited brand, its ongoing verification, and as it has never before been used for 3rd party marketing, the perceived value to e-marketers is likely to be high and it is expected to prove a popular source of email data.
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