The NXe "members only" project was a 30-month long project, designed to drive traffic and build an email database for NXe, an Arizona based, start up. NXe manufacturers luggage and and action sports equipment, specifically paintball harnesses. The company entered the marketplace in 2005, positioning itself immediately as the high-end leader in their product category, with high-quality goods, and sponsorship of most of the top players in the sport.

Upon launching the second version of their website in early 2006, NXe decided to create a members-only section of their website to   

• build a targeted email database, as opposed to list purchasing
• continually drive traffic to its website every 30 days
• build a loyal customer base and brand following.

The NXe members-only section would contain fresh content uploaded every month, consisting of

• (1) NXe webisode video (approx. 3 minutes)
• (2) Q & A interviews with photography of the company's sponsored athletes
• occasional specials and early product buys.

Membership was free, but members did need to provide their email address, and create a log-in ID and password to access this part of the the website.

Disconnected Media was commissioned to produce the video clips, conduct the interviews, provide photography, and graphic design of the final interview pieces.

NXe built a mailing list touching into the high five-figures through their program using dynamic content produced by Disconnected Media as "pull" content. Other noteworthy statistics from the program include:

1. Monthly email announcements routinely achieved a mind-boggling 85 percent open rate for the first 20 months of the program.
2. NXe webisode video clips routinely were getting 20-30K views

 The project proved an interesting, non-traditional approach to building a very traditional asset-an email/ marketing database.