Benchmark Study of Email Database Services

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Benchmark Study of Email Database Services

-- 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 for commercial 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 the industry'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's largest 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.

Benchmark Study of Email Database Services

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