Cendant Migrating Mail Database to E-Mail

Share this content:
Cendant Corp. aims to migrate much of its direct mail customer database to e-mail.


The New York company is using MindArrow Systems Inc.'s MindArrow OnTarget list and e-mail append service to match names in its direct mail database to third-party online files of undisclosed size.


"They're trying to reduce their direct mail costs by rolling over more of their client communications to e-mail," said Jay Stevens, vice president of marketing at MindArrow, Huntington Beach, CA.


MindArrow's e-mail append service will match more than 60 percent of Cendant's customer database, mindful at the same time of consumer privacy concerns, MindArrow said.


"We're following best practices as established by the Council for Responsible E-Mail," Stevens said. "We're only working with database providers with true opt-in lists."


The goal is to provide a critical mass for Cendant's online marketing programs.


Cendant has interests in real estate, hotels, car rental, financial services and travel. It owns brands like Century 21, Coldwell Banker, Ramada Inn, Travelodge, Amerihost, Days Inn, Avis, National Car Parks, Jackson Hewitt Tax Services, Galileo, Trip.com and Cheap Tickets.


MindArrow, which configures its fee based on the size of the database, will charge Cendant only for matches. The Cendant assignment is on an ongoing basis.


MindArrow works with database providers to access e-mail append databases and opt-in e-mail addresses. The data accessed by MindArrow OnTarget covers individuals and businesses that have registered to receive e-mail offers. The data are clustered into self-selected interests.


"Instead of going to one database provider, we go to a number of database providers and do tiered matching," Stevens said.


close

Next Article in Data/Analytics

Sign up to our newsletters



Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above