With New Precision E-Mail, Avenue A Offers Fully-Integrated Solution for Online Marketing

Nov. 1, 1999--Avenue A, Inc., the leading Internet media and data marketing company (www.avenuea.com), today announced Precision E-mail(TM), a complete service for planning and executing e-mail marketing campaigns that are precisely targeted to reach specific consumer segments. With this new offering, Avenue A can integrate response and profile data from Internet advertising and e-mail marketing campaigns to optimize the overall performance of online marketing programs.

Precision E-mail is designed as a cost-effective way to help online marketers build one-to-one relationships with customers and prospects. It can be configured to automatically send a personalized message to an individual based on his/her current or historical online behavior. Avenue A tracks recipient response all the way to the conversion and combines data from a variety of sources to  optimize campaign performance, increase return on investment and help its clients meet customer acquisition and retention goals. Real-time campaign results are available to clients online to speed   optimization.

"Because opt-in e-mail allows companies to establish relevant, one-to-one relationships with customers and prospects, it is emerging as a key element in the online marketing mix," said Mike Galgon, senior vice president of marketing and business development for Avenue A. "In order to ensure that e-mail marketing continues to be effective as it becomes ubiquitous, companies need data that enables them to deliver the right message to the right person at the right time. In the process of executing hundreds of campaigns for leading online marketers, Avenue A has developed data collection technology, data analysis expertise and a vast pool of behavioral data that enables us to deliver the best results for our clients across all digital media."

"With Avenue A Precision E-mail, we can go to a single source for managing our opt-in e-mail campaigns and Internet advertising," said Kurt Hagen, vice president of eCommerce for Fossil. "This gives us a huge advantage in terms of integrating our marketing campaigns, tracking consumer behavior and understanding what drives response and conversions. Avenue A gives us the data we need in real time to make informed decisions and improve return on investment across our integrated online marketing strategy."

Precision E-mail leverages Avenue A's proprietary data collection technology and in-depth analysis techniques to provide test-driven, event-driven and data-driven optimization of e-mail marketing campaigns. In addition to advanced personalization capabilities such as message segmentation on multiple variables, the Precision E-mail service covers all standard delivery e-mail functions. These include delivery of text, HTML and multi-part messages, automatic opt-out/update capability, basic response handling, real-time web-based tracking and list maintenance. Avenue A also offers prospecting services, working with leading list vendors to buy and manage opt-in lists.

About Avenue A

Founded in 1997, Avenue A leverages the accountability of the Internet to deliver results for online marketers. Offering an integrated solution of service and technology, Avenue A provides Internet media planning, buying, centralized ad serving, reporting, data collection, data analysis and e-mail services for its clients. Avenue A has become the leader in providing effective online marketing solutions for over 50 clients including Eddie Bauer, Fossil, Gateway, Ticketmaster Online-CitySearch and uBid.com. Based in Seattle, the company has offices in Chicago and New York. For more information, call 206.521.8800, visit http://www.avenuea.com  or e-mail info@avenuea.com

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