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Follow on Google News | Top E-Tailers Lose Millions Through Poor Email Registration PracticesFreshAddress, Inc., a leading email database services provider, today released its 2010 study of the fifty top e-tailers’ abilities to catch and correct email registration errors.
"It’s widely accepted that email is a highly-effective marketing and communication tool," said Austin Bliss, President, FreshAddress, Inc. "But our study reveals the sad reality that e-tailers are doing a poor job of catching invalid email addresses at the point of registration." FreshAddress’ Highlights from the study include: • No website blocked greater than 50% of the invalid email addresses tested • No website offered a correction to consumers for common spelling errors • None of the websites tested flagged common misspellings (ex: “yaho.com”) • Ninety percent of websites allowed an email with .cmo to pass through without an error message (even worse than the eighty-six percent measured in 2006) And the “best” performers still have work to do as the leading company in this study, L.L. Bean, blocked only half of the 14 invalid email addresses tested. The next strongest performers, blocking only 6 of the 14 invalid email addresses tested, were Amway.com, Drugstore.com, Netflix.com, Overstock.com, Sears.com, and Victoriassecret.com. The 2010 FreshAddress study illustrates the dangers and costs of not investing time and money upfront into collecting accurate email addresses: significant revenue losses, wasted marketing dollars, dissatisfied customers, ISP blacklisting, and resources required for subsequent data clean up. "Our study clearly indicates that while retailers have made some progress since our 2008 study, they still have work to do when it comes to improving email data collection," Obtain a copy of the FreshAddress 2010 Email Address Validation Study of 50 Leading Retailer Websites at www.freshaddress.com/ About FreshAddress: FreshAddress, Inc., The Email Address Experts™, helps companies and nonprofits build and update their email databases. FreshAddress offers patented email change of address (ECOA) services, B2C and B2B email appending, list cleaning & hygiene, real-time email correction, among other services. Hundreds of companies have entrusted their customer and donor databases to FreshAddress, including over 20% of the Fortune 50 firms and many of America’s leading nonprofits. FreshAddress services are also offered through partner channels including data solutions providers, email messaging companies, email marketers, ESPs, and ISPs. The privately-held company was founded in 1999 and is based in Newton, MA. For more information, visit http:// www.freshaddress.com. # # # FreshAddress helps companies and nonprofits build, clean, and update their email address lists. The U.S. patent holder of email change of address (ECOA) technology,other services include email appending, list cleaning & hygiene, and more. End
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