FOR IMMEDIATE RELEASE

Firms Are Shifting Email Marketing In-House To Save Money Over ASPs, Says Arial Software

November 15, 2002 -- Cody, WY -- Alongside a recent study by the Direct Marketing Association (DMA) showing strong growth in the use of email by brick-and-mortar direct marketers, a parallel trend shows a shift from outsourced email delivery services to in-house. Rather than hiring email ASPs to deliver their email on a pay-per-email basis, an increasing number of firms are bringing the process home -- and saving a bundle in the meantime.

Email marketing software developer Arial Software is experiencing the impact of the shift, posting a nearly 200% increase in sales for YTD 2002 over 2001. "There's strong demand in professional email marketing software," explains Mike Adams, the firm's President and pioneer of its flagship product. "And much of that is related to cost savings."

When firms shift to in-house email marketing, they make one-time investments in software, equipment and network infrastructure, but they subsequently pay no per-email or per-campaign fees to deliver their messages. Even within the first year, the one-time investments pay off in cost savings, says Adams, and he has the data to prove it: a newly-published white paper at ArialSoftware.com compares first-year operating costs of in-house vs. outsourced solutions and shows in-house email delivery to come out ahead, even after considering infrastructure expenditures.

"There's little doubt," says Adams, "that the trend is on. Firms are increasingly realizing they can do this themselves." Forrester Research, who watches the email marketing industry closely, appears to see the same trend. An introduction to a recent Forrester report states, "Most marketers hope to bring email delivery in-house by 2003."

Whether firms ultimately decide to go with in-house or outsourced email solutions, the increasing reliance on email marketing as a viable direct marketing medium is obvious: 71% of DMA members reported an increase in the use of email marketing over last year (source: "State of Postal & E-Mail Marketing: New Trends and Results," DMA), and expectations of industry growth remain strong (Jupiter Research: "The email marketing sector will grow from $1.4 billion in 2002 to $8.3 billion by 2007.")

For more information or evaluation software downloads, visit www.ArialSoftware.com.

"Together, these automation features allow marketing professionals to focus on results rather than process," said Mike Adams, CEO of Arial Software. These features and more are standard with Campaign Enterprise.

An evaluation version of Campaign Enterprise 8 is available at: http://www.arialsoftware.com/sw_download.asp

About Arial Software

Founded in 1993, Arial Software is widely considered the industry leader in comprehensive software designed exclusively for relationship marketing through personalized e-mail messaging.

The company’s products are implemented by large and small organizations to send personalized emails to customers, prospects, members or subscribers. Arial’s mission is to be a universal provider of software tools to automate, personalize and measure meaningful email communications. Company information can be found at the Arial Software Media Center, http://www.arialsoftware.com/presscenter.htm.