Bigfoot Interactive Third Quarter 2003 Benchmark Report Reveals Increased Effectiveness Of Vertical Email Campaigns; Retail and Automotive Campaigns Receive Increased Interest

NEW YORK--Nov. 2, 20035, 2003--Bigfoot Interactive, the leading provider of strategic, ROI-focused email communications solutions and marketing automation technologies, today announced the release of its vertical benchmark analysis for email communication campaigns launched during Q3 2003. Results across a variety of high-growth verticals showed relevant and timely offers drive increased response and marketing value. Retail and automotive campaigns benefited from strong seasonal fluctuations, including back-to-school promotions and automotive clearance campaign efforts.

Throughout most industries, delivery rates remained constant. There was an increase in overall delivery rates for media campaigns, reaching a high of 93.6% during the quarter due to improved hygiene efforts and continued high distribution frequency based on regularly published newsletters. Delivery rates continue to be a critical metric for marketers to monitor as consumers' loyalty to ISPs wavers due to dissatisfaction with speed, spam filtering and functionality and the continued issues around non-receipt of expected emails (false positives). In a report released last week, Bigfoot Interactive and NOP World Research found more than 11% of consumers switched email service providers in the last six months and an additional 14% of consumers are considering switching email providers in the next six months.

Quarter Over Quarter Performance Highlights Across Key Business Segments:

-- Automotive - Unique click-through rates for promotional email campaigns increased to 21.4% up 8% from 19.8% in Q2 2003 driven by model specific automotive clearance promotional offers. Best in class campaigns included integrated promotional offers timed with offline initiatives including print & TV, which generated unique click-through rates as high as 38%.

-- Media - Unique click-through rates for media editorial campaigns dropped from 15.1% to 10.3% due to slow summer readership. However, best in class campaigns included smaller targeted breaking news alerts on local sports teams, which generated click-through rates as high as 50%.

-- Retail - Unique click-through rates for promotional emails increased more dramatically reaching 8.2%, up 87% from Q2 2003 spurred by back to school promotions. Best in class campaigns included a very successful viral in-store coupon campaign from a fast growing, mall-based specialty retailer of casual apparel for young people, to promotional campaigns for one of the world's leading multi-brand luxury goods companies.

-- Financial Services - Overall unique click through rates of 9.5% and delivery rates of 84.7% remained constant during Q3 2003. To better understand consumer usage and perception of financial services email, Bigfoot Interactive has sponsored market research with NOP World Research. The research results will be released the week of December 1, 2003.

"Industry benchmarks provide intelligence to marketers interested in measuring and monitoring trends, seasonal variations, and their organizations' performance against the industry, " said Al DiGuido, CEO, Bigfoot Interactive. "However, it is more important that marketers establish their own benchmarks and programs against key metrics including delivery rates, unique click through rates and conversion rates to establish best-in-class campaigns that facilitate interactive dialogs, build customer life-time value and maximize marketing ROI."

To receive a complete summary of Bigfoot Interactive's Q3 Benchmarks, please email Beth Torrie at btorrie@bigfootinteractive. Findings from the Q3 2003 trend analysis were aggregated from Bigfoot Interactive's automated email technology platform, DREAM(SM) -Direct Response Email Application Manager, and were based on all retention-based mailings from July 1 - September 30, 2003. Individual campaign results can vary dramatically based on audience, creative, subject line/offer and more.

About Bigfoot Interactive

Bigfoot Interactive (www.bigfootinteractive.com) is the leading provider of strategic, ROI-focused email communication solutions and marketing automation technologies. Through its combination of innovative technologies, professional services and vertical market expertise, Bigfoot Interactive helps marketers acquire, grow and retain profitable customer relationships through highly relevant and personalized email communications. The company's end-to-end suite of industry-specific products and services includes scalable email campaign technology, delivery optimization, marketing automation tools, turnkey integration solutions, strategic consulting, and creative expertise to produce email programs that generate measurable results throughout the customer lifecycle.

Since 1997, Bigfoot Interactive has developed successful permission-based email programs for more than 150 top companies, including American Honda Motor Co., The Washington Post. Newsweek Interactive, and MCI. Privately held and based in New York, the company's investors include JPMorgan Partners, Flatiron Partners, Hudson Ventures, Mitsui & Co., Grey Ventures, HPJ Media Ventures and Syndicat Technologies.

Bigfoot Interactive, DREAM, and the Bigfoot Interactive logo are trademarks, service marks or registered trademarks of Bigfoot Interactive in the United States and other countries.