-- Email Appending and ECOA Match Rates Revealed --

NEWTON, MA, (November 3, 2004) - FreshAddress, Inc., a leading email services provider, released the industry's first benchmark data on email appending and ECOA (Email Change of Address) solutions. Based on an analysis of nearly 75 million customer records processed for its clients over the six months ending September 30, 2004, the study found the following:

* The average email append match rate for commercial clients was 15.1%, with a range from 9.5% to 24.3%.

* The average email append match rate for nonprofits was 10.3%, with a range from 5.5% to 15.4%.

* Regular quarterly append processing resulted in more than doubling the above figures on an annual basis.

The research found that the discrepancy between match rates forcommercial clients versus those for nonprofits was directly correlated with the age of the underlying customer base. Nonprofits with younger donor bases performed in the higher range while commercial clients with older customer bases performed in the lower range.

For ECOA processing, the study found the following:

* The average ECOA update rate for bounce lists for both commercial clients and nonprofits was 10.2%, with a range from 5.7% to 24.2%.

* Regular quarterly ECOA processing resulted in more than doubling of the above figures on an annual basis.

The research found that the update rate for bouncing email addresses for individuals who are already online bore no correlation with the age of the underlying population.

"This study provides companies and nonprofits alike with the missing data necessary to evaluate the ROI of the critical email services for multi-channel marketing," said Bill Kaplan, CEO of FreshAddress, Inc. "Research has shown that multi-channel customers spend more money. We are pleased to see the email industry mature to the point where updating one's email database is now considered as essential as NCOA services are to direct mail."

FreshAddress, Inc. is the original developer of Email Change of Address services and was recently granted a U.S. Patent on its ECOA service for clients and the underlying consumer technology. Through its partnerships with the major database providers including Acxiom, Equifax, and InfoUSA, FreshAddress's appending services cover the universe of available opt-in data with over 200 million records, providing clients with the industry's highest match rates of guaranteed deliverable email addresses.

About FreshAddress, Inc.

FreshAddress, Inc., The Email Address Experts(tm), provides theindustry's leading services to help companies 'Build and Update' their email address databases and maximize their email performance. FreshAddress, Inc.'s services include its patented business and consumer Email Change of Address (ECOA) solutions as well as email address appending, correction, real-time validation, and deliverability. FreshAddress has "freshened" thousands of lists for office superstores, telecommunications providers, catalogues, newspapers, retailers, airlines, non-profit organizations, and Internet companies. The FreshAddress.com consumer database is the Internet'slargest linked opt-in directory of old and current email addresses. The privately held company was founded in 1999 and is based in Newton, MA. For more information on our business solutions, visit www.freshaddress.com/biz or email biz@freshaddress.com

Bill Kaplan is the Chief Executive Officier of FreshAddress, Inc.

FreshAddress, Inc. is a privately held company, helping business and individuals stay connected when email addresses change.

RELATED ARTICLES The #1 Thing You Must Have Before Even Thinking About Building An Opt In Email List It's not a website.It's a smart autoresponder and mailing list software. 10 Tips for Effective Email Sales Letters 1. Write Your Objective - Before you write your sales letter, write down your marketing objective. Use Autoresponders, to Build Relationships In Your Affiliate Marketing It's true that "content is king," but equally important to success in online marketing of any kind is contact. Not just the one time "flash in the pan" type either. Is Your Email Address Blacklisted? A lady emailed me yesterday very upset over the fact that her friend's Internet Service Provider (ISP) wasn't delivering important email messages.This lack of delivery caused a real problem for the two of them with ruined plans, missed appointments, and just plain inconvenience. Real Estate Agents - What Type of Content Should You Include in Your Newsletter? One of the biggest concerns for Realtors who publish their own email newsletter is determining the type of content that will gain interest from their readership. After all, real estate agents who engage in this endeavor want prospective buyers and sellers to open their newsletter and thus be reminded that the agent is their local real estate expert. E-Marketing Deliverability Issues Does it seem to you that when you view "openings" within your statistics, that fewer recipients seem to be opening your campaigns?.. Effective Email Marketing I've been sending out email camapigns for clients for over 6 years, and in that time I've seen variations in clickthrough ranging from 3% to 84%!Some of this is due to the product, or the professionalism of the website, but a great part of it is down to the message that is sent.So how can you maximise the chances of getting adecent response from your first email campaign?Follow these simple rules and your email camapaign should be successful right from the beginning. How to Deal With Rude E-mailers Rude and crass e-mail seems to be at an all time high. E-mails blurting out demands or questions without the courtesy of a decent subject field or a thank you to follow. unorthodox email subject tricks -500% more responses! 5 unorthodox email subject tricks -500% more responses!(c) Copyright S. Kumar 2004http://www. Email Marketing Essentials Perhaps the most important component in turning visitors to your web site into customers is email marketing. Make no mistake. Analysing Autoresponders An autoresponder is an automatic or software-mailing program. Why would you want that? Because whoever you are, you don't have enough time, and an autoresponder will maximise your time potential. Using Emotional Triggers in Ad Writing Writing ads for either your own products or affiliate products is a large part of a marketing plan. You need to find the emotional "triggers" that will excite your prospects and get them to buy. E-mail 101: The Dos and Donts Even though many people have been writing e-mails for a few years now, you would be amazed at some of the pure gibberish that arrives in my e-mailbox on a regular basis.Many people seem to think that because they aren't dealingdirectly with another person (or as directly as they wouldbe face-to-face or by telephone), all forms of civility andbasic respect for the other person (i. Guarantee Recipients Opening Your Emails With These Secrets To Successful Subject Lines! You've done the hardest part; you've captured your prospect's email address. Now it is time to send your email to them. Great Response by Auto Responder 1. Collect leads with your autoresponder. Having an Opt In List As an Affiliate Marketer Is Crucial What is an Opt-in List and what is its significance in Affiliate Marketing? This may be the question playing in your mind, especially for Affiliate Marketing neophytes; and it is a question worth asking.Opt-in list building and lead capture is one of smartest and most effective strategies that affiliate marketers can use. Three Phases to Email Sensitivity The neurophysiological dynamics of understanding each emailmessage are very complex. From that complexity, three basicphases float to the top that you will want to becomefamiliar with. Protect Yourself Legally with an Autoresponder Service Another powerful reason for making the switch from using the unlimited autoresponders that come free with your web hosting account to paying a monthly fee for an autoresponder service is improved legal protection.Since all e-mails you send using a paid autoresponder service are hosted on their servers, you are insulated from false accusations of sending spam (unsolicited commercial e-mail). Make Your E-mail Signature File WORK for You You're probably familiar with e-mail signature (or "sig") files -- they're the few lines of contact information that many of us put at the bottom of every e-mail we send. Most e-mail software programs allow you to create and use sig files -- even AOL. Writing Newsletters Online: How to Get it Right A strange thing has been happening to newsletters online. They have been turning into either a) promotional emails or b) web pages delivered by email.