IncrediMail, a leading software company specializing in consumer email products, has dumped partner PointMatch, to hook up with Yahoo! Personals. IncrediMail will offer a co-branded version of the Yahoo! Personals service to IncrediMail users.

As far as I know, this is the first major partnerships Yahoo! has done with a company outside of the dating space. Between this deal and the traffic partnership with Match in Europe, Yahoo! appears to be going after high-value multi-million member communities to maintain their prominence in the dating market.

Note that Yahoo Personals is the exclusive dating partner in the U.S for IncrediMail, leaving worldwide partnerships an option.

I spoke with Yaron Adler, CEO of Incredimail, to find out more about the details of the deal.

According to Yaron, IncrediMail has 70 million registered users, with over 10 million active. Part of the reason for the split with PointMatch was the desire for a larger database of singles than PointMatch was able to deliver.

IncrediMail is doing a revenue share deal with Yahoo. Word on the street is that Yahoo takes around 50% of each signup. Yaron says it's early days and is not projecting any forecasts. He promised to update me in a few months.

Yaron says they will marketing IncrediMail Personals to existing users of the IncrediMail email client, WOM marketing and various channels, including banner ads, newsletters, alerts and the IncrediMail web gallery, where users can download multimedia items to attach to emails.

IncrediMail launched the new dating service, "IncrediMail Personals provided by Yahoo! Personals," this month. The service is located at http://incredimail.personals.yahoo.com.

Press release.

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