James Morris founded Electronic Direct Response (EDR) as an e-mail marketing company to use his 10 years of experience in direct marketing on the web. The bulk of EDR’s business comes from creating and maintaining databases filled with information taken from opt-in boxes found on partner websites, such as Handbag.com and Loot.com. Customers who opt to hear about specific products or services will then receive e-mails alerting them to potentially interesting offers. EDR says it has details of more than
5m consumers in its databases.
The company’s sales grew 309% a year from an annualised £131,000 in 2001 to £2.2m in 2003.
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