Aptimus Announces Breakthrough in Email Marketing: First Ever True One-to-One Email Delivery System
SAN FRANCISCO, June 26 --
Aptimus, Inc. (Nasdaq: APTM), the leading online direct response network, today announced a breakthrough in email marketing with the first release of AptiMail(TM), the first true one-to-one email delivery system. AptiMail is a
major new expansion of the Aptimus Network platform, bringing its powerful Dynamic Revenue Optimization(TM) approach to email. While multiple companies
offer sophisticated email platforms for targeting and optimization, this is the first email delivery system that targets and optimizes dynamically and on a completely one-to-one basis.
At its core, AptiMail leverages Aptimus` patent-pending proprietary technology called Dynamic Revenue Optimization (DRO), which is currently used successfully to maximize and optimize marketer offer placements on web sites. By applying DRO to email, the Aptimus Network automatically selects the best possible offer and creative to send to each individual consumer based on their response history and other relevant characteristics, and based on the
performance of available offers. In addition, DRO optimizes each client`s own email performance within the Aptimus Network by optimizing offer and creative
choices dynamically to send the campaign version with the greatest likelihood of success. Aptimus` preliminary tests of the new system show a potential response increase of at least 100% for individual client offers based on
simultaneously testing multiple creative approaches to each campaign. This increase, combined with optimization of mailings across multiple clients, is expected to have a major impact on Aptimus Network email distribution
revenues.
"AptiMail represents a dramatically new approach to email marketing that transcends traditional notions of targeting," said Tim Choate, President & CEO of Aptimus. "For many years, marketers have sought to achieve the `holy grail` of one-to-one marketing on the Internet. This is the first email system that actually delivers on that promise, applying sophisticated, proprietary technology to core direct marketing concepts, one recipient at a time. Aptimus has worked hard to successfully create one of the largest opt-in email files in the industry," continued Choate. "We will leverage our new AptiMail system to achieve that file`s full potential in revenues for
Aptimus and our distribution partners, and in response for our clients. Through AptiMail, we can now approach tens of millions of consumers with our marketers` offers, one consumer at a time."
Previously announced in March 2002, Aptimus` patent-pending Dynamic Revenue Optimization technology is a core aspect of the Company`s innovative technology-based approach to online direct marketing. This powerful system
automatically analyzes each marketer offer across the Aptimus Network and by individual partner web site and/or consumer, using a complex set of decision
criteria. Based on this analysis, the DRO platform dynamically presents offers that have demonstrated the best revenue performance for each location or impression. The system then continually monitors the performance of offers
every time they are displayed and refines the presentation of offers on an ongoing basis to maximize results.
Aptimus is leading the Internet in innovative approaches to technology driven direct response marketing. Today`s announcement is another major step toward a fully and dynamically optimized one-to-one approach to bringing
marketers and consumers together via the Internet.
About Aptimus, Inc.
Aptimus is the leading online direct response network. We provide high volume performance-based customer acquisition solutions for major consumer marketers. Aptimus presents direct response offers from our advertisers
across an ever-expanding network of distribution partner web sites and email channels. Our primary offer presentation formats include cross-marketing promotions at the points of registration, purchase, login, or other
transactional activities on web sites, as well as email campaigns leveraging the Aptimus TransAction Masterfile(TM) of opt-in email addresses. At its core, our process is facilitated by the Aptimus Direct Response System(TM),
which is our proprietary and highly scalable offer-serving platform, and includes our patent-pending Dynamic Revenue Optimization technology that automatically determines the best marketer offers for placement on each
distribution partner`s Web site and for delivery to each email recipient. This approach strikes a unique balance between the client marketer and web-site publisher/email list owner to assure the highest response rate for
our clients and the highest financial return to our distribution partners, while placing the right offers in front of the right customers. Aptimus has offices in Seattle and San Francisco, and is publicly traded on Nasdaq under the symbol APTM.
CONTACT: John Wade, Chief Financial Officer of Aptimus, Inc., +1-415-896-2123, ext. 245, or johnw@aptimus.com.
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