FOR IMMEDIATE RELEASE

Email Marketing Technologies Boost Customer Satisfaction, Enhance Repeat Business and Build Intimacy, Says Arial Software CEO

November 27, 2002 -- Cody, WY --There's a whole lot more that most organizations could be doing to engender trust with customers, prospects and members, says Arial Software CEO Mike Adams... and personalized email marketing is precisely the way to do it. The key is in recognizing the value of "intimate marketing" and using today's best email automation and personalization technologies to conduct personalized direct email campaigns that build long-term trust, loyalty and sales.

It may not seem surprising to hear this from a company that develops the software used precisely for this purpose (Arial Software is the developer of 'Campaign Enterprise' direct email merging and mailing software), but according to Adams, there's a broad, fundamental shift now underway in the marketing industry that promises to turn old-school marketing principles inside-out. That shift, he says, is based on the arrival of technologies that finally make building trust and intimacy with prospects surprisingly simple.

"With television, billboards and magazine ads, you simply couldn't conduct a dialog with viewers," he explains. "With direct email, you can not only engage in a learning conversation with prospects and customers, you can automate the progression of that conversation, gather new information about the people you're talking to, and ultimately speak to them in a way that honors their interests, concerns and habits." In other words, with the right technologies, direct marketers can easily talk one-on-one with prospects and speak to their specific interests without having to hire a band of phone sales people.

It's not a new concept, of course, but the availability of the kind of technologies found in Arial Software's Campaign Enterprise software shift the approach from "possible" to "practical." The technologies that make it practical include message personalization, email campaign schedule automation, time-aware email delivery mechanisms, strong database handshaking, automatic monitoring of recipient click-thrus, and highly-versatile database recordset filters that allow marketers to easily target each message to a select group of recipients.

Taken together, the technologies allow direct email marketers to easily move recipients through a progression of intimacy that results in both parties (the email recipient and the email sender) learning more about each other and using that information to enhance the meaningfulness of the marketing dialog. Adams calls this, "intimate marketing," and suggests that, aside from face-to-face selling, email is presently the only medium in which it can be successfully conducted.

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.