B2C Email Marketing
Transforming Email Marketing into a Channel Leader
Email marketing is a cost-efficient way to push your message to prospects and increase the performance of direct mail, call centers and television advertising campaigns. When integrated with your traditional direct marketing and general advertising channels, email marketing with Outward Media’s email addresses can generate impressive results:
A national tire retailer sends 40 million emails each month and
achieves a 500% ROI
A national energy company experiences call center volume increase
by over 30%
In contrast, standard acquisition email marketing fails to impact companies’ bottom lines for several reasons:
Low coverage on the target prospect universe
Low open rates on delivered mail because of non-primary email addresses
Outward Media email marketing avoids theses critical deficiencies. We use a large, continually refreshed database of opt-in, mostly primary email addresses, which your company can use to hone the effectiveness of its marketing operations.
Outward Media’s Email Database
The primary goal of Outward Media is to drive the three critical numbers: delivery rate, open rate and campaign lift. We achieve this through our databases.
Our proprietary technology helps us create better databases. It is 100% opt-in sourced and CAN-SPAM compliant. The file is not rented to the brokerage community. Its sole purpose is to provide custom email lists for recognized brands. It has two key advantages over competitor files:
Reach – Extensive Market Coverage
The Outward Media email marketing database provides extensive reach, totaling 93
million unique individuals associated to 71 million U.S. households
70% of US “wired” households
59% of the US household population
65% of US households with incomes > $50,000
21 million broadband households
Multicultural selects
Block level residential targeting
Financial overlay - propensity for buying stocks, home refinancing, acquiring credit cards
Accuracy – The Consumer’s Primary Email Account
We consistently achieve 99%+ deliverability rates.
Between 82 and 84% of the email addresses in the Outward Media database are paid ISP addresses (JoeSmith@MyISP.com), not free web-based accounts (JS223@hotmail.com).
Paid ISP addresses perform at a significantly higher response rate than free web-based email accounts - 50% more opens on average. This increases the
likelihood of reaching the primary email address of your target consumer.
The file is also refreshed with 3 million new records every month, 10-20 million new opt-in registrations per quarter and existing records are updated every two weeks. This fresh data, combined with the deliverability information gleaned from ongoing emailing campaigns, ensures our addresses’ deliverability.
Dynamic Match Process – More Than Name Alone
Outward Media email marketing append services start with your direct mail file with names and postal addresses, which we use to match against its database. Then, we match your existing customer information with its comprehensive email file using associated postal addresses. We make sure not to miss a match – i.e. Joe Smith on Palisades Drive in your database is recognized as Joseph Smith at 21 Palisades Drive in the Outward Media database.
Cross-Channel Lift – Reach The Same Customers More Ways At Less Cost
Outward Media’s rich database allows your email to reach exactly the same people you direct mail or target with advertising, and transmissions can be timed to optimally reinforce the message of your other media.
Demographics and Targeting
Email append and list services are uniquely suited to support 21st century
branding, communications and promotion efforts with targeting, segmentation and
timing precision.
Reach customers and prospects with separate messages nationally, regionally and at the local trade levels.
Ability to customize for local dealers, stores, etc.
Can be integrated with database(s) and selling geography
Full SPAM-Free Compliance – A Step Beyond CAN-SPAM Requirements
Federal CAN-SPAM legislation (S877 2003) requires that unsolicited emails (1) clearly identify the sender and subject of the email, (2) provide a physical address for the sender and a link to opt out of future emails in the body of the email, and (3) must not send further emails to any recipient more than ten days after that recipient opts out (significant fines apply for each email sent to recipients who have opted out).
Outward Media appends only addresses whose owners have opted in to receive marketing solicitations from vendors who do not have a previous commercial relationship with them.
Contact Outward Media to find out more about our email marketing services.
