Company Background
Carney Direct Marketing is a full service direct marketing firm founded in 1991 Headquartered in Irvine, CA with satellite offices in San Diego,
CA, Chicago, IL and Stony Brook, NY
Solution Focus: Acquisition Marketing
Build and maintain custom email centered multi-channel marketing files Append the primary email address to contacts in both client
owned and licensed marketing files Establishes the foundation for email driven Integrated Channel
Marketing (ICM)
B2B Email Append: Overview
Turn your direct mail and/or telemarketing file into an email centered multi-channel marketing database Highest quality email data in the marketplace Largest repository of email data
Email information on over 9 million businesses in North America Email information available on foreign businesses
B2B Email Append: Value to Client
Delivered email addresses the client can house internally Lower sales and servicing costs
Invite prospects and customers directly to your website for self-service, profiling, and transactions
Increase the efficiency of your overall marketing spend Email driven integrated channel marketing can save over 30%
off your direct mail spend and generate more cost effective telemarketing leads
Email supports and extends your online brand Email is the primary push channel for online content
B2B Email Append:
Primary Corporate Email
Carney Direct appends the primary corporate email addresses to contact records in your marketing file. 40% average append rate All of the appended email addresses are primary corporate
emails [email protected] is a primary corporate email address [email protected] is an ISP or consumer email address
B2B Email Append:
Domain versus Opt-In
Primary Corporate Address ISP Addresses
Generation Process
Domain match: generates email from known
employers’ address conventions
Opt-in registration: correlates ISP registration with employee information
DeliveryRate
95+% 80-95%
Prospect Open Rate
6-16% Unique* 1-3 % Unique**
LifespanDuration of employment less an
estimated 2-3% per yearISP addresses undeliverable
at 35+% per year
Match Rate 35-60% 5-15%
B2B Email Append: Domain Coverage
2000 +
100 -1999
10-99
5-9
1-4
87%
66%
51%
41%
23%
Company’s Employee Size
Domain Append %
74%
56%
43%
35%
19%
Email Append %
B2B Email Append: Step 1: Client submits the input file
Submit your marketing file in a bar delimited text file with the following fields Input file is cleaned and an audit report is issued
Contact Identifiers Contact ID # Contact First Name Contact Last Name Contact Title
Company Identifiers Company Name DUNS or BIN # (if available) Address 1 Address 2 City State Zip Phone (if available) SIC (if available) Employee Size (if available)
B2B Email Append: Step 2: Carney creates the test email addresses
Your marketing file is matched against a database of 8.5 million email domains and domain patterns. Domains associated to company record by address Email patterns are associated to Domains
Computers Computers.com
Client File Domain & Pattern DB Test Address
Tim Cane Computers.com=(last name) (first initial)
[email protected] Cane, Computers
B2B Email Append: Quality Control
Email domains tested via a “server handshake”Test email addresses are analyzed prior to transmission The test emails are suppressed against the Domain Opt-out file Promiscuous and Dark domains are then flagged to filter out
false-positive resultso 22% of the file
B2B Email Append: Permission Pass
Carney Direct conducts a CAN-SPAM compliant permission pass Permission pass email (client branded) allows individuals to opt-
out prior to the client sending marketing messages .2 -.4% of recipients Opt-out
B2B Email Append: Sample Permission Pass Email
At Software Inc, we strive to make it easier for you to do business with us. One way that we accomplish this is by keeping you up to date on our newest products, services and promotions.
From time to time, we would like to send you solicitations, special offers or notifications via email.
Software Inc, respects your time and privacy. To opt out of receiving email messages about our solutions and events, click here. Please do not click reply in your email application. Thank you for the opportunity to share information with you.
Sincerely,
Marketing CommunicationsSoftware, Inc.
5449 Eddy Road Burlington, VT 11102
B2B Email Append: Final Deliverable
The client receives back their original input file with the deliverable email addresses appended to the contact names Opt-outs are flagged in a disposition field
B2B Email Append: Licenses
The client may house the file internally under two different licenses Perpetual License (Customer Records) Annual License (Prospect Records)
For all licenses the client may house the email addresses internally or with a third party
B2B Email Append: License Differentiation
Perpetual License: Pay once for the appended email to be approved for unlimited use.
Annual License: Unlimited usage for one year. If the client converts an OMI email-enhanced
contact to a customer the license for that contacts email address is transferred to the Perpetual License.
Renew on an annual basis or remove the non re-licensed addresses from the database at the end of the year.
B2B Email Append:Case Summary
Carney Direct email outperformed all other test categories in a controlled agency test. Carney Direct email performed at 4.4 sales per
thousand emails sent – 2.6 times direct mail, and 22 times the control group.
Carney Direct email lifted direct mail in a controlled test by 26%
Carney Direct email lowered lead generation costs by 38 % in a controlled test
B2B Email Append: Key Points
Highest Match Rate in the Industry Average 40% append rate
CAN-SPAM Compliant100 % Primary Corporate Email Addresses Open at much higher rates than ISP email addresses Average 9% unique open rate compared to and average2% open
rate for 3rd party general opt-in email
Dramatic Per Use Discounts Compared to the Rental Model As low as $ 13 per use compared to an average $ 280 per use for
email rental
B2B Email Append: Append Application Architecture
Message
Transport
Layer
Campaign Management Integration
Web Services
Core Platform // .Net 2.0 & SQL 2005
Recipient Database
Audience Selection
Content Library
Campaign Execution
Multi-
Customer Append
Data
Multi-Directional
Data IntegrationSecure FTPXML Post
Web Services
Cleaning Algorhythms
Matching Algorhythms
Domain – Company DB
Pattern Domain DB
Scheduled Data DownloadsSecure FTP & XML Post
Search Layer
SMTPMessaging
Layer
Internet
OutsideDomain
Databases
B2B Email Append:Can Spam Compliance
Summary of CAN-SPAM Requirements It’s about Opt-out compliance, not Opt-in permission
Sender and subject line must be accurate Physical address and opt-out link must be in body of the email No messages more than 10 days after a recipient opts out
Same Opt-out rates as 3rd and 1st party Opt-in email
B2B Email Append:Correct Undeliverable Emails/Identify Bad Contacts
Carney Direct corrects undeliverable addresses or identifies when the contact is no longer at the associated company We identify three categories of hard-bounce backs
Bad Domain Bad User Name Permanently Inactive Address
We can correct bad domain and permanently inactive addresses
95% of Bad User Name addresses are because the contact is no longer at the company
We flag these records in your database
B2B Email Append:Reverse Email Append
The client supplies their email registrations where there is no physical address We perform a match back to our domain matching
database and append the Company name and address
For clients that market to both businesses and consumers we can identify whether the email is associated to an individual or a business prior to conducting the reverse append.
B2B Email Append:URL Append
The client supplies a Company Name and Address and Carney Direct appends the set of active URL’s associated to that CompanyThis process works for all foreign as well as US companies No permission pass required
B2B Email Append:International Email Append
Carney Direct conducts email appends to foreign corporations. Match rate and time to append vary by country
Email Integrated Marketing: Value Enhancement
Integrated Channel Marketing Campaigns (ICM ) Methodology: Leverage channel feedback to identify the
marketing mix which delivers the lowest CPA and/or highest conversion
Systems: Hosted campaign and database management tools – services delivered as turnkey or menu based
Extending ICM to include RSS and secure point-to-point messaging capabilities to support post-acquisition relationship building
Email Integrated Marketing: Sequenced Marketing
The Carney Direct test model aims to find the best use of email to lower the overall cost per conversion and/or increase overall conversion
Carney Direct employs three different types of sequencing Straight Sequence, Interlaced Sequence, Targeting
Sequence
Email Integrated Marketing: Straight Sequence
This sequence is intended to support a single marketing offer with three transmissions. Increase response by achieving a higher incremental unique open
rate.
8/1/2006 8/22/2006
8/6/2006 8/13/2006 8/20/2006
Select A
Control
Email Email
Email Integrated Marketing: Interlaced Sequence
This group will receive a series of three emails, both before and after the direct mail drop.
The goal is to build awareness to and follow-up on a direct mail send. This can also be used to generate call center leads.
DM Lands
Control
Select AEmail Email
EmailDirect MailLaunched
8/1/2006 8/22/2006
8/6/2006 8/13/2006 8/20/2006
Email Integrated Marketing: Targeting Sequence
This group will receive a series of three emails that precede and help to target a direct mail drop.
The goal is to use email response to target direct mail and telemarketing efforts.
8/1/2006 8/22/2006
8/6/2006 8/13/2006 8/20/2006
Direct MailLaunched
Select A
DM Lands
Control
Email Integrated Marketing: Integration Challenges
Complex Dynamic
Content Not Easy
Single-Channel Triggers
Event-based Triggers Difficult
Program-Driven Workflow Too
Complex
Variable Content Only Available
for Multi-Million $ Programs
RSS & SMS
Not Personalized
Not Relevant
Poor Activity Tracking
No Triggered / Calculated
Content
ALL CHANNELS
No Channel Coordination
Fragmented Channel-Activity History
Email Integrated Marketing: Turnkey Solution
•Carney Direct’s hosted solution manages all aspects of email driven Integrated Channel Marketing
•Email and RSS campaign management•Coordination with call center and outbound sales•Response data integration with client systems•Hosted data mart for conversion and ROI analysis
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