B2B Services & Marketing

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 Pete@carneydirect.com is a primary corporate email address PJC1234@hotmail.com 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)

CaneT@computers.comTim 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 Driven Integrated Channel Marketing

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

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

Email

Email

Direct MailLaunched

Select A

DM Lands

Control

Email

Email Integrated Marketing: Integration Challenges

EMAIL

Complex Dynamic

Content Not Easy

Single-Channel Triggers

PRINT

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