London, 8 February 2005 - Email Reaction has announced a major upgrade to its hosted, online e-marketing broadcast and customer communication solution. Development for Version 4.0 of Email Reaction ASP™ has concentrated on making life as easy as possible for UK marketing professionals and their agencies to build and execute coherent, email based campaigns. It ensures that they reach the right target audiences, at the right time; are readable - and read - when they arrive; and generate the most effective response possible. These benefits reflect Email Reaction's belief that marketers should be able to embrace technology without being enslaved by it, and that judging the effectiveness of a campaign is about knowing its true outcome rather than just counting clicks.

Email Reaction ASP is an integrated suite of marketing tools hosted at a central online resource, giving maximum flexibility and removing the need to invest in expensive in-house broadcasting and content management resources. Subscribers have access to a secure area where details and analysis of all campaigns are stored and new activities can be initiated. Version 4.0 will be on display for the first time at the Technology for Marketing (TFM) exhibition at Olympia from 8 to 9 February (stand B86) and will be available in early March.

Specific enhancements in Version 4.0 include a comprehensive overhaul of the user interface, giving instant and logical access to commonly used commands and live feedback on recent e-marketing campaigns. It also comes with a new, comprehensive set of visual and statistical reporting tools based on extensive research as well as consultation with e-marketing guru, Dave Chaffey, about identifying the metrics that really matter.

Customers will gain further insights from the introduction of a new deliverability analysis tool that goes far beyond systems that simply test emails against commercially available spam filters.

"Marketing professionals are under constant pressure to demonstrate how their campaigns are delivering value for money and to provide detailed ROI reports," says Vicky Carne, director and co-founder of Email Reaction. "We've developed a solution that enables marketers to call up detailed analytical reports - that encompass more than just click-counts - in a matter of seconds. The new deliverability analysis also means they can prove their message is really reaching its intended audience. This is exactly the level of presentation-ready analysis marketers need; what they don't need is a four-hour trawl through dozens of spreadsheets to get there."

The most obvious change in Version 4.0 is a completely revamped user interface which now comprises a series of tabs that take marketing professionals logically through the stages necessary to manage an e-marketing campaign. These include immediate updates to the content via a simple WYSIWYG HTML editor, requiring no more specialist knowledge than it takes to use a word processor, on-the-fly target list editing and management, and a comprehensive range of reporting options available at the click of a mouse. Underlying this new user zone is an infrastructure of proprietary technology including deliverability analysis based on a combination of commonly used industry spam prevention rule-sets and Email Reaction's own ongoing analysis into trends in spam techniques; integration with existing CRM solutions via its SOAP API; and sophisticated tracking analysis that will yield meaningful results regarding the performance of marketing emails and microsites.

The accessible look and feel of Email Reaction ASP 4.0 has been designed by integrated creative marketing agency, The Crocodile, also an existing user of Email Reaction technology and a Beta tester of the new site. "The success of an e-marketing initiative cannot and should not be judged on the number of people who click through to a website," says Gonca Kemal, e-marketing director at The Crocodile. "The only really valuable statistic is the number of those click-throughs that result in a meaningful outcome, whether that's a completed purchase, a request for more information, a hotel reservation or a newsletter registration. Only by analysing the entire click stream can you accurately judge the effectiveness of your campaign and only then can you do something about it. The new enhancements in Email Reaction ASP give easy, meaningful access to exactly this level of information and we've already seen the benefits on a number of live campaigns."

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About Email Reaction Ltd
Email Reaction is a specialist in enabling online customer communications. Its proprietary Email Reaction ASP™ technology allows users to manage their entire campaign from planning and testing through to broadcast, tracking and measurement of results. Web Reaction, the company's suite of web applications, makes it easy to put the web to work by creating trackable microsites and advanced data capture. Email Reaction was established in 2000, and now delivers solutions to an extensive client list that includes Barclays Bank, Penguin, The Labour Party, Compuware and Adecco.

Screenshots to download are available at: http://press.emailreaction.com

Dave Chaffey is a Course Director at the Institute of Marketing. He will be presenting the first keynote speech on Tuesday 8 February at the Technology for Marketing exhibition at 1:00pm. For more information, please visit
www.t-f-m.co.uk/keynotes.asp

Contact
For further information please contact:

Vicky Carne
Email Reaction
Telephone: 08707 425452
Email: pr@emailreaction.com
Web: www.emailreaction.com

or

Ben Bush
The Crocodile
Telephone: 020 7749 4400
Email: pr@thecroc.com

Issued by The Crocodile, The Lux Building

2/4 Hoxton Square, London N1 6NU