Email Marketing · – List Development, Subject Line and Creative Development assistance 3 ....

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Email Marketing

SATURATION CAMPAIGNS

• No Minimum (must send to entire zip) • Starting at $80 • Zip Code / Gender Targeting

BBest of Breed

• Guaranteed Delivery to finite markets and/or groups

– “Trusted Sender” with the major ISPs

– Consistent and persistent server testing

– Massive parallel processing

– Insignificant over-mailing

• Huge opt in geo-targeted database of 125MM consumers

– First & Last Name, Complete Residential Address, Email Address and date, time and place of opt in

– Feedback loops reflect negligible complaint rates

– Less than 1/4th of 1% opt out per campaign

– Real-time unsubscribe

• Compliance Driven Organization

– Full time compliance team

– Each campaign is fully reviewed before mailing

– List Development, Subject Line and Creative Development assistance 3

CCompliance Guidelines

– Gaming – Internet Only – Mortgage – Credit Cards of Financial

Offers – Surveys – Pharmaceuticals – Vitamins– Supplements – Pornography– Multi Level Marketing

– Business Opportunity – Alcohol – Tobacco – Satellite TV – ADT Home Security – Online Colleges – Negative Advertisements

(such as in politics) – Advertisements that have no

relevance to the consumers being emailed

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• To ensure continued delivery, the following types of campaigns will not be deployed: (See compliance guidelines documentation for more details)

KKeys to Success • Strength of Offer

– Broader appeal of offer the better

– percentage off rather than minimum spend or discount on particular item

– Group together more narrowly appealing offers in cooperative piece (flyer style)

– Remember the internet is easily searchable

– Aggressive offers prevalent

• List Development – Relevant market areas

– Examples: 1 mile for coffee shop, 3 miles for restaurant, and 10 + miles for auto dealer.

– Appropriate audience

– Gender selection and financial strata

• Creative Development – You have 2 seconds / Graphics v. text

– Offer front and center / Call to action

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• Subject Lines – We have analyzed thousands of campaigns and has

statistically determined the following best practices » Including the consumer or business geography

in the beginning of the Subject Line increases Open/Ordered by a minimum of ½ percent

» Including the word “Event” in the Subject Line increases Open/Ordered by a minimum of ½ percent

» Including the business name in the Subject Line increases brand awareness and overall effectiveness of the campaign

• Testing – 1st Drop – A/B split Subject Lines & gender – 2nd Drop – A/B split creative – 3rd Drop – A/B split offers – 4th Drop – Combine best results

• Tracking – Google analytics with unique indicator

– Bar coding and coupon codes

Saturation Email Case Study

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Emigh Hardware Total Records Deployed 38,758

Open/Ordered 2,124

Click/Opened 667

Open Rate 5.48%

Click/Open 31.40%

Total Coupon Views 908

Viral % 36%

Total Prints* 638

Redemptions 206

Cost of Campaign 1,800

Average Income/Order $75.14

Total Income $15,479

First Visit ROI 760% * Coupon platform was employed


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Gilroy Gardens Amusement Park Total Records Deployed 49,162

Open/Ordered 3,426

Click/Opened 674

Open Rate 6.97%

Click/Open 19.67%

Total Coupon Views 953

Viral % 41%

Total Prints* 352

Redemptions 303

Cost of Campaign $1,966

Average Income/Order $22.50

Total Income $6,818

First Visit ROI 247% * Coupon platform was employed


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Mattress Giant (National) Total Records Deployed 6,690,947

Open/Ordered 48,703

Click/Opened 7,040

Open Rate 0.73%

Click/Open 14.45%

Redemptions 3,376

Cost of Campaign $239,745

Average Income/Order $780

Total Income $2,633,280

First Visit ROI 247%

SSaturation Campaign Rates

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CPM IO Minimum or 1X Charge

Annual Send Frequency Discounts 1 Email Sent $80.00 2 -9 Emails Sent $70.00 10 -19 Emails Sent $60.00 20 or More Emails Sent $56.00 Quantity Per Send Discounts Up to 24,999 Emails $80.00 25,000 to 49,999 Emails $70.00 50,000 to 99,999 Emails $60.00 Over 100,000 Emails $56.00

Email Optional Charges Multiple Links (up to 5 links max) $50.00 Append Services – adding email addresses to client database $90.00 $500.00 Suppression Services – removing duplicates in client database each send $280.00 Coupon Platform (set up coupon and landing page) $150.00

Email Campaign Rates :We have the right to adjust rates due to availability, season, and market changes at any time –please note that rate changes will have a minimum of 30 days notice

POLK AUTOMOTIVE CAMPAIGNS

• $1500 IO - $500/months for 3 months • $120 CPM / Floor $100 CPM • Purchase Predictor/Garage Predictor

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In the Market - Auto Email

We offer the most targeted Email Advertising campaigns available in the automotive marketplace. We have partnered with R.L. Polk to identify those consumers in our national opt-in database that are in the market to purchase a vehicle in the next 3 – 6 months in the targeted geography.

Additional - in the market - segments include: •Luxury •Super Luxury •Make •Vehicle Type (truck, sedan, compact, etc.) •New / Used Car Purchasers We will develop targeted lists based upon required specifications, design the advertisement, and guarantee delivery of the Email advertisement directly to the consumer inboxes.

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Ready?

Would you like to sell more cars? Here’s how:

6 month campaign: Email drops every 2 weeks to your targeted list.•We provide the first match back report to you at 90 days.

•Reflects the first 2 months of sales activity. •Report will show the number of your sales and the other dealer sales that were made to the list of people in our email campaign.

•Another report comes to you in another 90 days will the full campaign performance.

•Report will show the number of your sales and the other dealer sales that were made to the list of people in our email campaign.

•Investment: $0.10 per e-mail (min. of 10,000 e-mails) On average – we see 6 cars sold for every 10,000 emails sent in

our program.

How many more cars would you like to sell? Take a look at these dealers results.

Auto Email Case Study

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Auto Email Case Study

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™ Auto Email Case Study

Dorian Ford (5 Drops) Total Emails Sent 50,230

Campaign Cost $ 5,023

Total Dealer Sales 48

Marketing Cost per Vehicle Sold $ 104.65

Dealer Vehicles Sold per 10,000 9.56

Estimated Front to Back Profit $ 1,925

Total Campaign Income $ 92,400

Return on Investment $ 87,377

22% market share Ford new car sales for Dorian 45% market share Ford new car sales CityTwist customers 25% market share Ford dealerships (new & used) for Dorian 50% market share Ford dealerships (new & used) CityTwist customers

Selling Dealer Data Availability As of: January 2010 Report Month

NJ *

CT

AK

HI

RI

NM

* CA

* WA

* ID

WY

* CO

* ND

SD

NE NV

UT KS

OK

MN

WI

IL

MI

* OH IN

FL

GA

AR

MS AL

SC

NY

TN

KY MO

* IA

VA

* TX

AZ

MT

LA

PA

ME

*

WV

OR

NC

NH

MD

MA

DE

VT

DC

Participating NON-Participating

AudiBentleyBuickCadillacChevroletChryslerDodgeFordGMCHummerInfinitiJaguarJeepKiaLamborghiniLand RoverLincolnMazdaMercedes-BenzMercuryMitsubishiNissanPontiacSaabSaturnSubaruVolkswagenVolvo

AcuraAston MartinBMWBugattiFerrariHondaHyundaiIsuzuLexusLotusMaseratiMaybachMiniPorscheRolls RoyceSuzukiToyota / Scion

Med / Heavy VehiclesFreightlinerHinoIC CorpInternationalKenworthMackMitsubishi FusoNissan UDOshkoshPeterbuiltRoadmaster RailSpartan MotorsSterlingThomasWestern StarWorkhorse

Motorcycles All Makes

Make Status

State StatusPARTICIPATING STATE – Selling dealer data is received from the state. ALL manufacturers will be represented for New and Used vehicle reporting.

NON – PARTICIPATING STATE – Selling dealer data is NOT received from the state. Only “Participating” manufacturers will be represented for New vehicle reporting. There will be no dealer information for Used vehicle reporting.

Selling Dealer Availability GuideParticipating State / Participating Make

Availability: New Dealer & Used DealerSource: State & Manufacturer

NON- Participating State / Participating MakeAvailability: New Dealer / NO Used DealerSource: Manufacturer Only

Participating State / NON- Participating MakeAvailability: New Dealer & Used DealerSource: State Only

NON - Participating State / NON-Participating MakeAvailability: NO New Dealer / NO Used DealerSource: None

* State Anomalies These states may have higher than average “Unknown” selling dealer counts, especially for Non-Participating Makes and Used Selling Dealer Reporting

CA / WA / VA Dealers selling vehicles through a “Branch” location will have those vehicles reported at their headquarter / parent location. This is caused by a lack of a “Branch” indicator on the state Title record, which contains the same base code for both a “Branch” and headquarter / parent location.

TX / IA / ND These states only provide a selling dealer name and address, no code, on their Title record. Name and address misspellings cause matching inefficiencies when trying to match the dealer name to Polk’s National Dealer Census file which is used to report a standardized name of a dealer.

CT / ID / OH SC / CO

Due to the timing relationship between Registration data and Title data, the selling dealer coverage will be lower in the initial month of reporting, and improve in the subsequent month of reporting

WV Polk last received a dealer roster from the state in Jan 2002. The state has changed it’s policy on releasing it dealer roster, and will no longer release it. However it has continued to populate the dealer code on its Title records. Dealer codes being received that match 2002 dealer roster will be reported, but any new dealer since 2002 will not.

™ :: Auto Email Testimonial

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We have been using the Polk (Conquest) Email product for the better part of six months. We are very satisfied with the results. As a dealership when we go into advertising mode via print, radio or television the Polk Email piece pushes those customers who have been waiting on the sidelines into the dealership allowing us to convert non-responsive prospects to customers. We have been extremely pleased with the results and consider the Polk Email a great conversion tool for our marketing efforts. Laine Alan BDC Director / Internet Sales Manager Tel 610 873 9000, ext 1031 Fax 610 873 9200 [email protected]

“We started doing an email marketing campaign with The Oakland Press in January. We sent out over 7,000 emails. We weren’t sure if it was going to work, we only received 4 clicks. Then we started getting people into the Service Center with our coupon. We stopped counting at 55. It was a huge success. We have seen a 3.8% increase in business and I contribute it mostly to this new email campaign! We have now committed to running once per month.” Derek Rose, Szott M-59 Chrysler

:: Auto Email Testimonial

Polk Campaign Rates

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CPM IO Minimum or 1X Charge

Polk Automotive Email either Purchase Predictor OR Garage Predictor (minimum 3 months campaign) $100.00 $1,500.00 Polk Automotive Email using Both Purchase & Garage predictor (minimum 3 months campaign) $150.00 Polk Match back Report $250.00 Internal Match back Report (dealer must supply sales list) $125.00 Multiple Links (up to 5 links & navigation bar) $50.00 Creative Services (Multiple links included) $100.00 Email Optional Charges Append Services – adding email addresses to client database $160.00 $500.00 Suppression Services – removing duplicates in client database $275.00 Coupon Platform (set up coupon and landing page) $250.00

Email Campaign Rates :We have the right to adjust rates due to availability, season, and market changes at any time –please note that rate changes will have a minimum of 30 days notice

Custom Solo Email

• 50,000 minimum • Starting at $30 • Highly Targeted

Custom Solo E-Mail Blasts

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customized e-mail blasts to the database and target market of your choice.You pick the target, and we will provide the database list, build the e-mail, and even provide full reporting and analysis of the open rates and click-throughs!Target audience by demo, geo, psychographic parameters.Tier 1 quality opt-in lists (Census, Postal, Auto, equifax and others)Average 10-12% open rate and 1-2% CTR

Advertiser• California State University

Northridge

Demographics• 21 mile radius to zip code

91324• K-12 Teachers

Quantity:• 50,000

Broadcast Results• Open Rate: 12.11%• Click-through Rate: 1.15%

Education Category

Advertiser• Mark Christopher Auto

Center’s

Demographics• Specific Cities in S. CA• HHI: $50K+

Quantity:• 52,099


Automotive Category

Advertiser• MiraMonte Resort & Spa

Demographics• Families with children• Interest in travel• Specific counties in S. CA

Quantity:• 50,000


Hotel/Resort Category

Advertiser• LA Galaxy

Demographics• Soccer Fans• Orange County, South Bay

LA

Quantity:• 100,000


Entertainment/Sports Category

Advertiser• Club Red

Demographics• Singles• Age 21-40• Night Clubbing/Dining• Certain cities

Quantity:• 50,000


Entertainment/Sports Category

Studies also find that most marketers send out emails in the morning regardless of day of the week. The breakdown as follows:

Morning76%

Afternoon30%

Evening14%

Middle of night10%

Studies shows that Tuesday is the day of the week when most U.S. companies execute email campaigns. The breakdown is as follows:

Monday15%

Tuesday42%

Wednesday20%

Thursday11%

Friday7%

Saturday1%

Sunday2%

Best Practices:

at Tuesday is the dat Tuesday is the d StudieStudieday of day of o find tho find thes alsoes also ststhat moshat mos

Time & Day of Week

Demographic Selections If you don’t see it listed - just ask, we may have it.

Custom Solo E-Mail Rates

Pricing Guidelines

Email List Min. Count CPM Total List minimum (Geo/Zip) 50,000 $30 $1500

With 2-3 parameters 50,000 $35 $1750

With 4-5parameters 50,000 $40 $2000

With 6+parameters 50,000 $45 $2250

These prices are for guidelines only. Prices subject to change based on availability and criteria.

Volume Discounts Rates are single parameter. additional parameters may incur additional fees. Discounts valid only when total quantities are met in a single drop.

Total Quantity CPM 51,000 to 250,000 Standard rates apply

250,001 to 400,000 $26/cpm

400,001 to 500,000 $24/cpm

500,001 to 750,000 $20/cpm

750,001 to 999,999 $16/cpm

1,000,000 or more $12/cpm

Advertiser “A” provides specific demographic and geo parameters that result in a count of, let’s say, 20K email addresses. Advertiser “B” provides specific demographic/geo parameters for which we have 30K emails available. These two campaigns can be deployed under the “split” option which allows the property selling to the advertiser to split the total fee between each advertiser accordingly A couple of important points to be aware of: • Each campaign will still be able to have their own, unique HTML

creative for each campaign BUT there each campaign has to deploy at the same time.

• The “From” line will have to have the same text – usually the name of the property selling the campaign (“Oakland Press” or “Journal Register Company”). This allows the advertiser to take advantage of the brand recognition of the selling property.

• There is a $150 fee associated with each “split”. An “A/B” split (2 advertisers) would be an additional $150; an “A/B/C” split (3 advertisers) would be an additional $300; and “A/B/C/D” split (4 advertiser) would be an additional $450 . . . and so on.

These splits do NOT have to equal 50k emails total – they can be fewer than 50K or greater. Furthermore, the counts for individual campaigns can also entail 50k emails. I believe we can perform up to 10 splits per campaign if needed before additional campaigns need to move over to a new order.

The “A/B split” Option

This Example is an “A/B/C” split with 3 parameters. You will notice that these orders each have only 10k emails per deployment which totals below 50K but that is fine the fees are the same.

The “A/B split” Example

1-50,000 emails 3 advertisers (2 splits) Total Charge Advertiser Charge

$1750 $300 $2050 $683.34

Creative requirements• HTML creative including sender’s physical address. • Seed List (Up to 6 e-mail addresses to send the test(s) for approval and the final blast.• From line • Subject line• All desired links

Subject Line Importance: • The subject line is of the most important sentence in the entire email campaign. • 50 characters or less including spaces. • Great words to use include, “You, New, Exciting, Exclusive, Introducing, Company Name, and an Incentive

Offer”. • To lower spam detection, refrain from using words such as, “We offer, Can sell, Great sale”. Marketing

phrases should be avoided and never use ALL CAPS.

HTML• HTML final size should be 640X480 pixels.• File size should be kept to a minimum. 70K is acceptable as long as images are optimized correctly. JPEG

compression is best for photographs. GIF Compression is preferred when optimizing solid filled objects.

AdOps Support:• Review tests for errors but is not responsible for errors or content. • Monitor and make sure blasts are deployed on time.• Provide a broadcast report one week after deployment.

Creative Guidelines

Custom Data Campaign

• 10,000 minimum • Starting at $130 - $110 Floor • Highly Targeted

CCustom Data Campaign Rates

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CPM IO Minimum or 1X

Charge

Custom Data Email Campaign (targeting options on Lifestyle Document) $130.00 10,000 emails Email Optional Charges Multiple Links (up to 5 links max) $60.00 Append Services adding email addresses to client database $90.00 $500.00 Suppression Services removing duplicates in client database $280.00 Coupon Platform (set up coupon and landing page) $150.00

Email Campaign Rates :We have the right to adjust rates due to availability, season, and market changes at any time – please note that rate changes will have a minimum of 30 days notice

Adult Age

Choose age and month of birth - 18-24 / 25-29 / 30-34 / 35-39 / 40-44 / 45-49 / 50-54 / 55-59 / 60-64 / 65-69 / 70-74 / 75+

Estimated Household Income

Select consumers based on estimated household income (Select from these ranges:)

Under $40,000 / $40,000 - $59,999 / $60,000 - $99,999 / $100,000 - $249,999 / $250,000 Plus

Marital Status & Gender

Marital Status - Married Single

Adult Gender - Male/ Female

Home Value / Home Ownership

Choose neighborhood

Housing Type

Select by dwelling type, number of units and more

Mortgage

Select households with a mortgage, mortgage type and more

Personal Finance

Find potential investors, number of credit cards, WealthFinder™

Hobbies & Interests

Apparel / Fashion / Beauty Gambling / Games / Sweepstakes Politics / Religion / News

Accessories Gambling - Casino Interest in Current Events

Beauty & Cosmetics Gambling - General Interest in Bible / Devotionals

Children's Apparel Games Politically Conservative

General Apparel Sweepstakes Politically Liberal

Men's Apparel Health / Diet / Fitness Purchase Behavior

Stylish Men's Apparel Dieting & Weight Loss Bargain Seekers

Women's Apparel General Health & ExerciseBusiness Office Supplies & Equipment

Stylish Women's Apparel Home Improvement / Decor Catalog Shopper

Books / Magazines / Music Do-It-Yourselfers Child & Family Products

Book Buyers Home Decorating & Furnishings College-Related Products

Books, Music & Magazines Motor Vehicles / Motorsports Credit Card User

Comic Book Readers Automotive Enthusiast Gift Giver

Magazine Subscribers Auto Racing Enthusiast Home Office Purchase

Non-Fiction Books Motorcycle Enthusiast Internet Purchaser

Science Fiction Books Truck Enthusiast Personalized Products / Monograms

Charitable Donor Outdoor Recreation Rural / Farm-Related Products

Charitable Donor Boating & Sailing Senior-Oriented Products

Wildlife & Environment Donor Camping & Hiking Tobacco User

Cooking / Wine Fishing Sports

General Cooking Hunting General Sports

Gourmet Food & Wine Gardening Golf

Collectibles General Outdoor Sports Skiing

Sports Cards & Sports Collectibles Wild Birds Tennis

Stamps & Coins Personal Finance/ Self-Help Technology / Entertainment

Collectibles - Other Inspiration & Motivation Seminars Audio Products & Music

Crafts / Sewing Investments & Finance Electronics

General Crafts Moneymaking Opportunities High-Tech Enthusiast

Quilting Pets / Animals Internet User

Sewing Cats Personal Computers

Hobby Crafts - scrapbooks, models Dogs TV / Movies / Video

Ethnic Products Horses Travel

African American Products General Pets Aviation

Hispanic Products Photography Cruises

Photo Processing Foreign Travel

Photography Enthusiast Ocean / Beaches

Recreational Vehicle (RV) Travel

Travel - General

U.S. Travel

SATURATION CAMPAIGNS Go to: https://cmsemail.selfmailsystem.com/login.asp Logon – Login information is attached Click on MY LISTS > hit the yellow button that says CREATE A NEW LIST Choose between: Men & Women OR Men Only OR Female Only Click on the button to define your geographic area – choose from:

Zip Code Radius – will pull a radius (5, 10, 15 miles) from zip code you enter Enter Your Own Zip code – use this function if you already have the zip codes the customer wants to send By City – will pull emails available in only the requested city Congressional District – for political advertising

If you are happy with this list SAVE IT, Please use the Customer Name This is a dynamic list, remember these counts will change, it is important to recheck your numbers prior to ordering You can also send an email to [email protected] if you need assistance with this process. POLK CAMPAIGNS

Send an email to [email protected] & copy your Regional Digital Director Include the following information: Dealer Name Targeting info Please indicate if you want a Purchase Predictor, Garage predictor

CUSTOM SOLO EMAIL

Send an email to [email protected] & copy your Regional Digital Director Include the following information: Customer Name Include Demographic and Geographic Targeting info

HHow ddo I find how many emails aare available tto ssend to my customers target market?

Customers Supplied : Customers can submit their own Email Creative. ( 600 x 700 pixels & 700 x 1000 pixels are the standard sizes) Affinity : Upload your layout and information to IDEA City Twist: There is a $100 fee for this service. Attach layout and information to the email order. Self Service Options: log in and choose one of the following options: https://cmsemail.selfmailsystem.com/login.asp My Own Image Upload: JPEG or GIF file (preferred) also accepts PNG (600 x 700 pixels & 700 x 1000 pixels are the standard sizes ) Blank Templates – Several templates for you to customize with either text or images. Pre Designed Template – Choose business category and then select template. Click on each region to i the information When Creating your creative, keep the following best practices in mind: Sample Gallery: http://forms.journalregister.com/advertising/samples/email/ Focus on an upcoming event or unique offer to the email campaign - Coupons must have a call to action “Print email to redeem offer or Click here to print coupon”. - Important that the ad offers a substantial savings to capture the user’s attention and to increase interactivity. Buttons, Buttons & More Buttons – even if the advertiser has opted for only one link, make an obvious button to help guide them and increase click through rate. UItilize more visually stimulating pictures/artwork Do Not use large amounts of text, have them click through for more details

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EEmail Campaign Creatives

Email Marketing · – List Development, Subject Line and Creative Development assistance 3 ....

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