Veripost Adds YesMail to Partner Network
YesMail, Chicago, will offer Veripost's change of e-mail address service to its 150 network partners and to its customer relationship management clients, helping then strengthen their customer retention efforts.
Eric Kirby, Veripost's CEO, said now that nearly every marketer has an e-mail database, clients are focusing on customer retention.
"There are a tremendous number of drivers that cause the changeover of e-mail addresses," he said. "Clients are focused on maintaining the accuracy of their databases. Before they were concerned with acquisition, now they are focused on retention."
He noted that e-mail addresses change at a rate of more than 30 percent a year, as opposed to physical addresses, which change at about a 17 percent annual rate.
"Clients are worried about hanging on to their e-mail connection to their customers," he noted. "No company can survive by losing 30 percent of their customers every year."