Newton, MA — February 14, 2012 — FreshAddress, Inc. today completed its first full month of deploying exclusively opt-in permission messages for all services including email appending and its patented Email Change of Address (ECOA) service.

Opt-in permission messages include a link allowing recipients to “raise their hand” to receive email communications from brands with which they have an existing online or offline relationship. Customers who actively opt-in to receive emails are likely to be highly engaged subscribers, the cream of the crop of any email marketer’s house file.

“As the original developers of ECOA services, FreshAddress prides itself on being at the forefront of new technology and best practices in the email industry,” said Bill Kaplan, FreshAddress CEO. “We were one of the first companies to integrate the FCC’s Wireless Domain Block list and the DMA’s ‘Do Not Email’ list into our suppression processes. Switching to opt-in permission messages allows leading marketers to leverage their customer databases while ensuring each individual’s interests are respected.”

FreshAddress’s move marks a stark change with industry norms, as most email database providers continue to deploy opt-out permission messages. By utilizing FreshAddress’s opt-in messaging, clients can:

  • Gain deeper insights into their most engaged customers
  • Reduce complaint and unsubscribe rates
  • Align their email communications with best practices prescribed by leading ESPs and ISPs.