Aptimus Announces Breakthrough In Email Marketing: First Ever True One-To-One Email Delivery System

Market Wire, 20050229

Aptimus, Inc. (Nasdaq: APTM), the leading online direct response network, today announced a breakthrough in email marketing with the first release of AptiMail(TM), the first true one-to-one email delivery system. AptiMail is a major new expansion of the Aptimus Network platform, bringing its powerful Dynamic Revenue Optimization(TM) approach to email. While multiple companies offer sophisticated email platforms for targeting and optimization, this is the first email delivery system that targets and optimizes dynamically and on a completely one-to-one basis.

At its core, AptiMail leverages Aptimus' patent-pending proprietary technology called Dynamic Revenue Optimization (DRO), which is currently used successfully to maximize and optimize marketer offer placements on web sites. By applying DRO to email, AptiMail automatically selects the best possible offer and creative to send to each individual consumer based on their response history and other relevant characteristics, and based on the performance of available offers. Through DRO, AptiMail optimizes each client's own email performance by optimizing offer and creative choices dynamically to send the campaign version with the greatest likelihood of success. Aptimus' preliminary tests of the new system show a potential response increase of at least 100% for individual client offers based on simultaneously testing multiple creative approaches to each campaign. This increase, combined with optimization of mailings across multiple clients, is expected to have a major impact on Aptimus Network email distribution revenues.

"AptiMail represents a dramatically new approach to email marketing that transcends traditional notions of targeting," said Tim Choate, President & CEO of Aptimus. "For many years, marketers have sought to achieve the 'holy grail' of one-to-one marketing on the Internet. This is the first email system that actually delivers on that promise, applying sophisticated, proprietary technology to core direct marketing concepts, one recipient at a time. Aptimus has worked hard to successfully create one of the largest opt-in email files in the industry," continued Choate. "We will leverage our new AptiMail system to achieve that file's full potential in revenues for Aptimus and our distribution partners, and in response for our clients. Through AptiMail, we can now approach tens of millions of consumers with our marketers' offers, one consumer at a time."

Previously announced in March 2002, Aptimus' patent-pending Dynamic Revenue Optimization technology is a core aspect of the Company's innovative technology-based approach to online direct marketing. This powerful system automatically analyzes each marketer offer across the Aptimus Network and by individual partner web site and/or consumer, using a complex set of decision criteria. Based on this analysis, the DRO platform dynamically presents offers that have demonstrated the best revenue performance for each location or impression. The system then continually monitors the performance of offers every time they are displayed and refines the presentation of offers on an ongoing basis to maximize results.

Aptimus is leading the Internet in innovative approaches to technology driven direct response marketing. Today's announcement is another major step toward a fully and dynamically optimized one-to-one approach to bringing marketers and consumers together via the Internet.

About Aptimus, Inc.

Aptimus is the leading online direct response network. We provide high volume performance-based customer acquisition solutions for major consumer marketers. Aptimus presents direct response offers from our advertisers across an ever-expanding network of distribution partner web sites and email channels. Our primary offer presentation formats include cross-marketing promotions at the points of registration, purchase, login, or other transactional activities on web sites, as well as email campaigns leveraging the Aptimus TransAction Masterfile(TM) of opt-in email addresses. At its core, our process is facilitated by the Aptimus Direct Response System(TM), which is our proprietary and highly scalable offer-serving platform, and includes our patent-pending Dynamic Revenue Optimization technology that automatically determines the best marketer offers for placement on each distribution partner's Web site and for delivery to each email recipient. This approach strikes a unique balance between the client marketer and web-site publisher/email list owner to assure the highest response rate for our clients and the highest financial return to our distribution partners, while placing the right offers in front of the right customers. Aptimus has offices in Seattle and San Francisco, and is publicly traded on Nasdaq under the symbol APTM.

This press release contains statements that may constitute "forward-looking statements" within the meaning of the Securities Act of 1933 and the Securities Exchange Act of 1934, as amended by the Private Securities Litigation Reform Act of 1995. Such statements include, without limitation, comments regarding the future success of the Company's technology-based approach to direct marketing, its revenue growth potential, its email file revenue potential, and industry acceptance of its technology. Prospective investors are cautioned that any such forward-looking statements are not guarantees of future performance and involve risks and uncertainties, and actual results may differ materially from those contemplated by such forward-looking statements. Important factors currently known to management that could cause actual results to differ materially from those in forward-looking statements include, without limitation, fluctuation of the company's operating results, the ability to compete successfully, the ability of the company to maintain current client and distribution partner relationships and attract new ones, and the ability to integrate acquired companies. For additional factors that may cause actual results to differ materially from those contemplated by such forward-looking statements, please see the "Risk Factors" described in the company's Annual Report on Form 10-K, dated March 29, 2002, and in other quarterly reports and filings on file with the SEC, which Risk Factors are incorporated herein as though fully set forth. The company undertakes no obligation to update or revise forward-looking statements to reflect changed assumptions, the occurrence of unanticipated events or changes to future operating results.