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


Increase the efficiency of your overall marketing spend


Invite prospects and customers directly to your website for selfservice, profiling, and transactions
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
Delivery
Rate
95+%
80-95%
Prospect
Open Rate
6-16% Unique*
1-3 % Unique**
Lifespan
Duration of employment less an
estimated 2-3% per year
ISP addresses undeliverable
at 35+% per year
Match Rate
35-60%
5-15%
B2B Email Append:
Domain Coverage
Company’s
Employee Size
Domain Append %
Email Append %
2000 +
87%
74%
100 -1999
66%
56%
10-99
51%
43%
5-9
41%
35%
1-4
23%
19%
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
Client File
Computers
Tim Cane
Tim Cane, Computers
Domain & Pattern DB
Test Address
Computers.com
Computers.com=(last name) (first initial)
CaneT@computers.com
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 results
o
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 optout 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 Communications
Software, 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 relicensed 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 Compliant
100 % 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
Campaign
Management
Integration
Content Library
Web Services
Outside
Message
Campaign Execution
Domain
Databases
Transport
Audience Selection
Multi-
Layer
Recipient Database
Scheduled Data Downloads
Secure FTP & XML Post
Customer
Append
Data
MultiDirectional
Data
Integration
Secure FTP
XML Post
Web Services
Cleaning Algorhythms
Matching Algorhythms
Domain – Company DB
Pattern Domain DB
Core Platform // .Net 2.0 & SQL 2005
Search Layer
Internet
SMTP
Messaging
Layer
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
Company
This 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.
Control
8/6/2006
8/13/2006
8/1/2006
Select A
8/20/2006
8/22/2006
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.
Control
8/6/2006
8/13/2006
8/1/2006
Select A
8/20/2006
8/22/2006
Email
Email
DM Lands
Direct Mail
Launched
Email
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.
Control
8/6/2006
8/13/2006
8/1/2006
Select A
8/20/2006
8/22/2006
Email
Email
Email
DM Lands
Direct Mail
Launched
Email Integrated Marketing:
Integration Challenges
EMAIL
PRINT
Complex
Dynamic
Content Not
Easy
Event-based
Triggers Difficult
SingleChannel
Triggers
Program-Driven
Workflow Too
Complex
Variable Content
Only Available
for Multi-Million
$ Programs
RSS &
SMS
ALL
CHANNELS
Not
Personalize
d
No Channel
Coordination
Not
Relevant
Poor
Activity
Tracking
No
Triggered /
Calculated
Content
Fragmented
ChannelActivity
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