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Mailnet fine-tunes direct marketing

Last year, direct-marketing pitches generated more than $228 billion in sales to consumers and businesses, on expenditures of $12.5 billion, the Direct Marketing Association reported.

Mailnet Services wants to serve ''anybody that's communicating with their customer database or prospect database … anybody that wants to grow their business,'' said Don Leyrer, the company's president and chief executive officer. That covers retailers, catalog merchants, franchises and car dealers, he added.

Without adding more employees this year, the company is on pace to nearly triple last year's revenues, Leyrer said, although he declined to give numbers. Part of its sales strategy is to target and build expertise in a particular industry, such as the automobile industry, parlaying detailed knowledge into contacts with a number of companies who can use Mailnet's services, he said.

Mailnet Services, he said, competes with ''the old way of doing things'' in direct marketing, when a company would use multiple businesses, from ad agencies to printers and others, to mount a campaign. ''We've taken this disjointed process and put it in one place,'' he said.

Owners of small businesses, for example, can go to Mailnet Services' Web site at all hours and design a marketing campaign, freeing them to use regular work hours to run their companies, Leyrer said. Mailnet Services has been funded through venture capital, most notably from Nashville's Massey-Burch Capital Corp. and Mellon Ventures, a $1.4 billion private equity investment firm affiliated with Pittsburgh-based Mellon Financial Corp.

Mailnet Services's management team is led by Chairman Philip M. Pfeffer, who earlier served as chief executive officer of book retailer Borders Group Inc., and as president and chief operating officer of the publisher Random House Inc. Before that, he was Nashville-based Ingram Distribution Group's chairman and chief executive officer.

Tom Hermann, Mailnet Service's executive vice president of marketing and business development, says his company takes a long-term view of business. ''We act like and want to be like GE,'' he says. ''Of the vendors I deal with personally, they are my favorites,'' says Kent Pauley of Scottsdale, Ariz.-based Global Database Marketing. ''Everything works the way they say it does. … For as automated as they are, they seem to provide a great deal of customer service, too.''

Global offers direct-marketing services to the automobile industry and has used Mailnet's services for two years, he said.

Mailnet Services can update Global's mailing lists as quickly as competitors, but at lower cost because more of the process is automated, said Pauley, the company's senior database administrator.

"Marketers who want to keep good relationships with their customers will always use some sort of list hygiene,'' said Patricia Faley, vice president of ethics and consumer affairs with the Direct Marketing Association. From 14% to 20% of Americans will change addresses in any given year, she said, adding that marketers also must keep up with area code changes, divorces and deaths, she said.

''We are seeing a lot more work in this area,'' Faley said of Internet-based services to direct marketers, ''and we expect we'll see a lot more in years to come.''


NASHVILLE, Tenn. – August 25, 2003 – Mailnet Services, Inc., a company specializing in online direct marketing services, has entered into an agreement with Franchise Services, Inc., the parent company of Sir Speedy, Inc. and PIP Printing. Mailnet Services will work cooperatively with the two printing chains to offer its list hygiene product,, to the nearly 900 Sir Speedy and PIP franchises across the country.

“This is one of the many benefits we provide to our franchisees,” said Leasa Eddy, manager of vendor and technology resources for PIP Printing. “We establish a relationship with companies offering a service that complements our own. We do all the research, work out pricing issues and announce it to our franchisees. This way, they don’t have to do the legwork.”

“Mailnet Services has a set of products that complement our business services,” said John McNew, manager of vendor relations for Sir Speedy. “This agreement allows our franchisees easy access to these products so they may further enhance the services they provide their clients.”

For the hundreds of businesses that utilize Sir Speedy and PIP Printing for direct marketing services, access to a product like means they no longer have to go elsewhere to ensure their data is of the highest quality.

Data quality is a key component to the direct mail process and can often mean the difference between a successful campaign that gets results and one that generates no interest, according to Tom Herrmann, executive vice president of marketing and business development at Mailnet Services.

“The success of a direct mail campaign starts with the quality of the database,” Herrmann said. “ allows businesses to more accurately target their campaigns and thus save money by ensuring their data is free of duplications, incorrect addresses and incomplete data. The U.S. Postal Service estimates companies spend $1.6 billion per year just to pay for forwarding mail. As a licensee of the USPS for the FASTforward®* service we can help our clients reduce costs associated with forwarding mail.”

About Sir Speedy, Inc.
Sir Speedy, Inc., headquartered in Mission Viejo, Calif., is a worldwide franchisor of printing, copying and document management centers. The Sir Speedy Global Digital Network™, with its alliance partners, spans nearly 1,000 locations in 28 countries.

Sir Speedy fulfills business printing needs using the most advanced printing and media technologies for full-color and black-and-white requirements. Using Sir Speedy’s MyDocs® Online Services, businesses can manage the complete life cycle of a document from creation to order entry, to delivery and archiving, at any time from anywhere. In person, online or via telephone and fax, Sir Speedy is ready to do business however it is most convenient for customers.

For more information, contact Sir Speedy Inc. at 26722 Plaza Drive, Mission Viejo, CA 92690 or call 800/237-7333. Or visit the company’s corporate Web site at

About PIP Printing
With more than 400 independently owned and operated United States locations, PIP Printing offers a complete line of products and services for business printing and copying. The company has 35 years of experience in the printing industry.

About Mailnet Services, Inc
Founded in 1997, Mailnet Services, Inc. is one of the largest, fastest and most cost-effective Internet list processing services in the database management industry.® was the first to provide list hygiene via the Internet. Services include move update, address standardization, telephone append, and business or consumer database enhancement. Based in Nashville, the company is a 2000, 2001, 2002 and 2003 Music City Future 50 company.

*FASTforward is a registered trademark of the United States Postal Service. All FASTforward services are performed by a nonexclusive licensee of the United States Postal Service.


NASHVILLE, Tenn. “ December 3, 2002 “ Like many other small and medium-sized businesses, Billy Casper Golf of Vienna, Va. relies on efficient information management solutions to support its marketing initiatives.

Our database is a critical component of our marketing strategy and keeping its records accurate is business crucial, said John Seabreeze, vice president of operations and marketing for Billy Casper Golf Management.

With 42,000 records from 25 U.S. golf courses, Seabreeze needed a cost-effective solution to handle tasks such as verifying addresses and finding duplicate entries.

With® we saved $10,000 on direct mail expenses and we are sure our database is in top notch condition, Seabreeze said. This allows us to devote our time to marketing instead of database management.

Seabreeze saw immediate results for Billy Casper Golf as checked more than 30,000 records for data accuracy, detected close to 10,000 records with incomplete or duplicate addresses and updated 7,100 records with new phone numbers. ( is an on-line database processing service offered by Mailnet Services, a Nashville-based company, to help businesses standardize and update addresses, phone numbers and e-mail addresses. allows businesses to more accurately target their direct mail campaigns and save money by reducing forwarding costs associated with customer moves. The U.S. Postal Service estimates companies spend $1.6 billion per year just to pay for forwarding mail.

We found an easy, effective database management solution with, Seabreeze said. For rapidly growing companies like Billy Casper Golf, efficiency and time savings are key elements when selecting products.

About Mailnet Services, Inc.
Founded in 1997, Mailnet Services, Inc. (, helps businesses deliver electronic messages and direct mail for marketing campaigns quickly and cost effectively through two main online products. MailnetExpressSM ( is a web-based direct marketing platform that empowers companies to enhance their customer acquisition and retention by providing the critical components of campaign management right at the desktop. was the first to provide list hygiene via the Internet. Mailnet Services is one of the largest, fastest and most cost-effective Internet list processing services in the database management industry.

Bundled NCOA now Includes NCOA, LACS (Rural Route Conversions) and DMA Mail Preference Service

Nashville – April 16, 2002 – Every time a company updates an incorrect address or deletes a duplicate address from a customer database, it saves as much as 55 cents per address in direct marketing costs.

According to Judy Kalus, Product Manager for Mailnet Services, Inc. which specializes in direct marketing applications, most databases lose 1 ½ to 2 % of their contacts per month due to moves. “A company with a list of 20,000 addresses could save $220 per mailing just by updating their databases with new addresses for customers or prospects who have moved, “ Kalus said. “If you take this process one step further by eliminating duplicates, assigning ZIP+4 codes, and correcting addresses with rural route conversions, the savings can be significant.”

While many direct marketers run their lists through the National Change of Address service, the primary purpose of NCOA is to update addresses when a move has occurred... “What about rural addresses that have been changed as a result of the 911emergency system upgrades? And, how do direct marketers identify prospects who have requested that they not be targeted through direct mail?” Kalus asked.

Now, there is a way to have all three issues addressed in one product. Listcleanup has added two features to its NCOA service, a service provided by a licensee by the United States Postal Service. The new bundled service is available through, the company’s list hygiene service.

The Locatable Address Conversion System (LACS), also a USPS licensed service, provides mailers an automated method of obtaining new addresses when a 911 emergency system has been implemented. 911 address conversions normally involve changing rural-style addresses to city-style addresses, but in some instances conversions may result in the renaming or renumbering of existing city style addresses.

The Direct Marketing Association (DMA) Mail Preference Service (MPS) is designed to assist consumers in decreasing the amount of national non-profit or commercial mail they receive at home. As of July 1, 1999, the use of the MPS file by companies that market to consumers is required as a part of The DMA's Privacy Promise and is a condition of DMA membership. Through the new bundled NCOA service, customers who are on the DMA MPS list will be flagged. “By adding the LACS and DMA MPS to our NCOA product, we are making it easier for our customers to update their databases with the latest information available,” said Kalus. “We know our customers spend a great deal of time and money on their direct mail campaigns, and we want to assist them in making the most of those dollars.”

NCOA and LACS are provided by non-exclusive licensees of the United States Postal Service.

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