Abstract:
An information and redemption system that actively uses targeted and highly personalized e-mail messages to develop and strengthen the affinity between a merchant and the merchant&#39;s patrons and potential patrons. Unlike other computer-based marketing systems which passively wait for patrons to visit a web site, the present invention uses an active “push” approach to allow merchants to affirmatively approach those patrons interested in goods, services, or information relating to the merchant. Unlike other direct marketing systems, only patrons who “opt in” to the system participate, and all patrons are free to “opt out” any time. The present invention relies on providing patrons value with each e-mail such that the relationship between merchant and patron is strengthened. The present invention anticipates that the existence of information clearinghouses that can be separate and distinct from merchants. Such clearinghouses facilitate information sharing between merchants that will be mutually beneficial to both the merchants and to the targeted patron.

Description:
RELATED APPLICATIONS  
       [0001]    This application claims the benefit of U.S. Provisional Application Ser. No. 60/197,430 filed on Apr. 14, 2000, the contents of which are hereby incorporated by reference in their entirety. 
     
    
     
       BACKGROUND OF THE INVENTION  
         [0002]    The present invention relates in general to computer-based systems that use the Internet to market goods, services, and information. In particular, the present invention relates to an information distribution and redemption system which utilizes electronic mail (“e-mail”) to develop and strengthen the affinities between a merchant and its patrons.  
           [0003]    Merchants are engaged in a constant struggle to compete for the attention and affinity of patrons. As the number of different marketing avenues grows, the competition between merchants to engage in meaningful communication with patrons becomes increasingly intense. Merchants are looking for a way to enable their particular message to penetrate the “noise” and reach the hearts and minds of current and future patrons. The prior art does not provide a cost effective way to actively build more targeted, personalized, ongoing, and mutual relationships with customers.  
           [0004]    Direct mail marketing efforts cost somewhere between approximately $0.75 to up to $2 per person. Direct mail does allow a merchant to target individual homes, and thus permits a merchant to pursue a subset of potential patrons. However, the response rate to direct mailing efforts is extremely low, typically on the order of between 1% -2%. The hassles with responding to direct mail apparently make it unattractive for patrons, and ineffective for merchants. The high cost to merchants, especially in light of the low response rates, makes it an inefficient option. Bulk coupons are no better than direct mail in terms of response rates, with less than approximately 2% of recipients responding. It would be desirable to use a less expensive approach with a higher recipient response rate that would also facilitate an iterative flow of communications with the patron.  
           [0005]    Advertising through newspaper, radio and television ads is extremely expensive and the effectiveness of such communications is difficult to measure. These marketing forms are also not easily target particular subsets of patrons. Newspaper, radio, and television ads fail to facilitate an iterative communication approach by which the patron or potential patron can provide feedback to the merchant. It would be desirable to provide targeted and personalized information to the patron, while at the same time facilitating a communication loop where the patron is providing feedback to the merchant through actions as well as words.  
           [0006]    Even relatively new technologies have substantial weaknesses as information and redemption systems. The use of unsolicited bulk e-mail (“spam”) has generated substantial public hostility to such marketing efforts. The federal government and a number of states are considering e-mail control legislation that would require an “opt-in” feature and extra privacy protections. The Federal Trade Commission is already involved in the consumer protection and privacy aspects of spam marketing practices. Moreover, the response rates to spam are lower than any other marketing avenues, and the approach is not prone to developing a valuable affinity relationship between a merchant and patrons. It would be desirable to use a more personalized and targeted e-mail approach where a true affinity could be developed between a merchant and its patrons.  
           [0007]    Internet web sites are another common prior art form to convey and redeem information in a marketing context. A web site is potentially more interactive than a coupon, brochure, or newspaper ad. Moreover, merchants can promote the web sites of other merchants whom the merchant thinks would be of interest to his or her patrons. It would be desirable for a third party to be empowered to maximize the cross-fertilization of information between merchants so that merchants could avoid disclosing confidential and proprietary to each other. It would also be desirable to use the type of information displayed on a web site in a more active way. Web sites are unfortunately a passive information distribution tool in the sense that if a patron or potential patron does not choose to visit a merchant&#39;s web site, then that patron will not receive the merchant&#39;s information.  
         SUMMARY OF THE INVENTION  
         [0008]    The present invention relates to an information and redemption system used to develop and strengthen the affinity between a merchant and its patrons. The inventive system allows a merchant to establish and continuously develop lists of actual and potential patrons interested in receiving merchant-specific information or promotional offers through e-mail. Use of the system helps facilitate a merchant&#39;s relationship with patrons and potential patrons through the sharing of information or promotional offers that have value to that patron or potential patron. A patron&#39;s participation in the system is based on the patron&#39;s decision to “opt-in” and a patron may “opt-out” at any time.  
           [0009]    The present invention offers an important advantage over prior art systems by allowing merchants to target their message to an interested subset of the merchant&#39;s patrons. A pet store could send an e-mail regarding cat food to cat owners and a different e-mail regarding dog food to dog owners. The one size fits all approach under the prior art is a substantial limitation on effective communication and marketing. For example, an elementary school could send a message targeted to parents of third grade children regarding the third grade field trip while the e-mail to parents of sixth grade children could focus on the sixth grade play. A dentist could use the present invention to remind a patient that it was time for a teeth cleaning, and provide a coupon for doing so. A physician could keep his cancer patients informed of new developments in cancer research. A manufacturer could provide an e-mail coupon to consumers who purchased an older version of the product in the past. A book publisher could inform readers of a new release by their favorite author. A landlord could use the present invention to keep tenants informed of maintenance activities and their covenant obligations.  
           [0010]    For the purposes of the present invention, a “merchant” includes but is not limited to professionals such as doctors, lawyers, and accountants; businesses such as manufacturers and retailers; non-profit entities; and any other endeavor where an entity wants to develop affinities with its patrons. A “patron” could be a customer, patient, client, parent, student, citizen, or employee, or any other person interacting with a merchant. Similarly, a “store” includes, physician practices, the offices of other professionals, retail stores, restaurants, movie theaters, apartment complexes, or any other location in which a merchant carries out its function or interacts with a patron.  
           [0011]    The present invention provides for two-way permission-based communication between a merchant and its patrons. Such communications foster the development and growth of an affinity relationship between a merchant and its participating patrons. Substantial flexibility is facilitated by the invention with respect to the types of communications between the merchant and its patrons, and with respect to the “face” put forward by the merchant to the patron. For example, e-mail clubs could be created to market international brand names at the level of a local store, using a local affinity conduit. Moreover, unlike the prior art systems which utilize one-way disconnected marketing messages, the present invention supports an ongoing real-time two-way form of communication between a merchant and its patrons. The communications sent to the patron depend on the actions and responsive communications of the patron. For example, the present invention could send an e-mail to a grocery store patron to thank him or her for purchasing a new form of ice cream, and include a coupon for whip cream and hot fudge on the patron&#39;s next trip to the store. Two-way communications could result in an individual branding experience for each patron and potential patron. Strengthening of the relationship between merchant and patron should serve to increase patron referrals for that particular merchant.  
           [0012]    Under the present invention, an information clearinghouse is utilized by the merchant to maintain patron lists and other account related information in a comprehensive database. The clearinghouse may also send either a physical or virtual identification device to the patron to be used by the patron at the merchant&#39;s store in order to take advantage of the information or the promotional offer associated with either the e-mail or the identification device. The identification device can be used to communicate information about a patron&#39;s activities with respect to a particular merchant, to the clearinghouse. A patron&#39;s identification device could work in tandem with a merchant&#39;s information storage unit or sometimes known as an instant sign up unit (“ISU”) to maximize the patron-related information obtained and stored for the merchant.  
           [0013]    The existence of a clearinghouse entity acting as a facilitator for various merchants can also serve to facilitate cooperation between merchants with respect to their own pools of patrons and potential patrons. A clearinghouse entity can control the exchange of confidential information between merchants so that merchants do not come into contact with information proprietary to another merchant. An information clearinghouse can also facilitate the use of both physical and virtual identification devices for patrons. Moreover, a merchant-based identification card is generally only usable at the store of that particular merchant. A discount card for a particular grocery store chain is an example of such a card. However, a clearinghouse-based identification card may be used at a variety of different stores for a variety of different merchants. Frequent flyer numbers for airlines are an example of a multiple-merchant identification system, with select hotels, airlines, restaurants, rental cars and credit cards all utilizing the same account information across several different markets and merchants. In the example of a frequent flyer number, the airline serves as both a merchant in the airline industry as well as an information clearinghouse for merchants in the hotel, restaurant, car rental, credit card, and other related industries.  
           [0014]    A patron&#39;s involvement with the present invention begins at the time that the patron signs up to participate in an e-mail club or marketing program. A customized instant sign up unit can be provided at a display unit at each merchant location. The signup process can be a very simply process, requiring only that the potential patron fill out an enrollment card with their name and an e-mail address. The self-addressed enrollment card, which may be postage-paid can then be mailed by the patron to either the merchant, or more preferably, directly to the clearinghouse on behalf of the merchant.  
           [0015]    A welcome e-mail is often sent shortly (e.g., within two (2) days) after the enrollment card is received. Regular (e.g., monthly) e-mails with special offers and relevant timely information will then be sent to the patron on an ongoing basis unless the patron subsequently decides to opt out of the program by terminating their enrollment. All e-mails sent out to the patron should have partially or fully customized “From” and “Subject” fields, which encourage patrons to actually open the e-mails instead of merely deleting them from their in-box. All e-mails should also have personalized greetings, a means for receiving patron comments and referrals, and information targeted to be of value to the particular patron. For example, if a pet food manufacturer knows that a patron purchases dog food, that patron should receive a e-mail targeted to dog owners, not to cat owners.  
           [0016]    A patron should also be allowed to input and modify information on their patron profile. Allowing customers to maintain profiles of more personal information such as birthdays and anniversaries helps the merchant to support a more personalized feel to ongoing communications. For example, a patron could be sent promotional gift ideas two weeks before a birthday or anniversary. If the merchant is a manufacturer of pet food, a patron profile could include the type, name, birthday and other related information pertaining to the pet. Patron profiles can be used to generate event-based e-mail in addition to the ongoing periodic e-mail broadcasts.  
           [0017]    The present invention utilizes regular tracking reports (e.g., monthly) to measure the effectiveness of the marketing and communication effort. Enrollments, referrals, and profiles are tabulated, and all patron comments are reviewed. The effectiveness of particular marketing activities can be evaluated, and future actions can be taken in response to the perceived effectiveness or ineffectiveness of past activities.  
           [0018]    The present invention promotes synergies among merchants with similar type of patrons because the present invention allows an information clearinghouse to facilitate mutually beneficial communications between merchants and patrons. In such a setting, an information clearinghouse can serve as an effective gate keeper with respect to confidential and proprietary patron and merchant relating to a particular merchant. Merchants with significant patron or potential patron overlap may use each other&#39;s e-mail messages for marketing purposes. In order not to jeopardize the existing affinity relationship, however, cross-merchant activities should only be done when there is a basis to believe that the other merchant&#39;s information would actually be of value to the patron.  
       
    
    
       [0019]    Various additional features and advantages of this invention will become apparent to those skilled in the art from the following detailed description of the preferred embodiment, when read in light of the accompanying drawings.  
       BRIEF DESCRIPTION OF THE DRAWINGS  
       [0020]    [0020]FIG. 1 is a flow chart of the interactions between a merchant, a patron, and a clearinghouse.  
         [0021]    [0021]FIG. 2 is a flow chart of a patron enrollment or entry card as processed upon receipt by the merchant.  
         [0022]    [0022]FIG. 3 is a sample personalized e-mail welcoming a new customer to an e-mail club.  
         [0023]    [0023]FIG. 4 is a flow chart of how a merchant initiates the storage of a patron&#39;s redemption activity.  
         [0024]    [0024]FIG. 5 is a flow chart illustrating how patrons may opt-in, opt-out, and otherwise interact with the system, and how the system handles bounced e-mails.  
         [0025]    [0025]FIG. 6 is a flow chart of how proposed e-mail broadcasts are prepared and the internal review process that takes place before e-mail messages are sent to patrons.  
         [0026]    [0026]FIG. 7 is a flow chart of how e-mail broadcasts are sent.  
         [0027]    [0027]FIG. 8 is a flow chart detailing how the system processes “bounce-back” e-mails, or e-mails that are undeliverable because the e-mail address is either incorrect, or has changed.  
         [0028]    [0028]FIG. 9 is a flow chart of the process of splitting campaign e-mails into different e-mail formats such as AOL, HTML, or ASCII  
         [0029]    [0029]FIG. 10 is a flow chart disclosing a more detailed view of “bounce-back” processing.  
         [0030]    [0030]FIG. 11 is a flow chart disclosing how a new account process functions beginning from a merchant&#39;s decision to participate with the information clearinghouse through the implementation of an onsite display ISU.  
         [0031]    [0031]FIG. 12 is a flow chart of the upsell and maintenance process between a merchant and the information clearinghouse&#39;s account executive.  
         [0032]    [0032]FIG. 13 is a flow chart of the campaign design and approval process.  
         [0033]    [0033]FIG. 14 is a diagram of the IMMS methodology for information clearinghouses to manage their merchant clients. 
     
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT  
       [0034]    As illustrated in FIG. 1, the present invention relates to an information and redemption system  15  involving a merchant  20 , a customer  22 , and an information-clearinghouse  24  with an associated database or plurality of databases  23 . In its most basic form, the merchant  20  establishes and continuously develops a customer list of actual or potential customer or patrons  26  that have provided an e-mail address and are interested in receiving affinity information or promotional offers relating to specific merchants or brands through e-mail  27 . All patron information is stored in database  23  by the clearinghouse  24 , and the clearinghouse  24  is responsible for physically sending out all e-mail communications. After an electronic mail (“e-mail”)  27  is received by the patron  26  the e-mail  27  is then printed out or otherwise and presented to the merchant  20  as appropriate.  
         [0035]    After a merchant  20  decides to implement the invention, it first sets up a display unit  21  for current and potential patrons  26 , virtual display units  21  may exist in the format website displays or the like. The display unit  21  provides a key mechanism through which patrons and potential patrons can first “opt-in” to the inventive system  15 . A key feature of the inventive system is to more closely associate patrons  26  and merchants  20  together based on a pre-existing relationship and to reward a specific patron  26  for continuing or further developing that relationship through the sharing of information or promotional offers that have value to that patron. It is essential to the proper operation of the system that the patron  26  opt-in to participate and that both the patron and the merchant  20  receive value through the relationship. The enrollment card  25  which the patron  22  picks up at a physical display unit  21  or fills out using a virtual display unit is a very inexpensive and efficient embodiment of the “opt-in” feature.  
         [0036]    A clearinghouse  24  uses pre-existing customer list and account information  19  it receives from each merchant  20  and the patron opt-in information, received through various mechanisms  29  such as 1) a completed enrollment card  25 ; 2) the filling out of an electronic form (e.g., a hyperlink on a website by either the merchant on behalf of the patron or the patron itself); or 3) a responsible e-mail to create a comprehensive database  23 , also discussed in more detail below, which is used in combination with various tools and mechanisms to send personalized e-mail  27  to least a sub-set of the patrons  26  on behalf of the merchant  20 . In addition to e-mail  27 , the clearinghouse  24  typically sends an identification device  18  to the patron  26  for use when visiting the merchant  20  along with information or a promotional offer contained in the e-mail  27  to encourage use of the identification device  18 . Alternatively, the merchant  20  may give the identification device to the patron  26  directly upon receipt of various information required for the patron to use the system. One or more patrons  26  receive the personalized e-mail  27  or identification device  18  and visit the merchant  20  to take advantage of the information or the promotional offer associated with either the e-mail  27  or the information device. Identification device  18  may be physical or electronic, uniquely identifying a patron  26  within system  15 .  
         [0037]    The merchant  20  receives a confirmation that the patron has visited the patron through one of two mechanisms, identified at point  17 . First, if the patron redeems a promotional offer associated with the e-mail  27  the merchant, the merchant has a copy of the e-mail which it forwards to clearinghouse  24 . Alternatively, if the merchant has an information storage unit (ISU) at  17  its store location or electronically accessible if associated with a virtual location (e.g., a merchant website) adapted to communicate with a patron&#39;s identification device  18 , the patron may use its identification device in combination with the ISU to take advantage of the information or promotional offer as discussed in greater detail below.  
         [0038]    As noted above, when the clearinghouse  24  first establishes a relationship with a merchant  20 , the merchant provides the clearinghouse  24  with a customer list  19  in electronic or paper format that includes customer information comprising least a name and an address (either physical or e-mail). If a physical address is provided, a mailing preferably goes out to the patron with an enrollment card  25  or a return e-mail  16  address to ask if that patron is interested in participating in the system. An advantage of having a physical address is that system  15  is able to determine the physical location of a patron and thus be able to focus further communications within a geographic scope of that address. Typically, zip code information may be used to determine the scope. Other pre-existing geographic information that may be associated with patron  26  includes phone number and license plate information. Yet other information may include credit, social security, or organization membership identification.  
         [0039]    If an e-mail address is provided, an electronic mailing  16  alternatively goes out with either an opt out or an opt in option to determine if a patron  26  is interested in participating in system  15 . The electronic opt-in or opt-out may simply be the act of responding to the e-mail through a response by responding negatively  28 , or by not responding  28 . More preferably, however, it involves filling out an electronic form by way of a hyperlink within the communication such that the clicking of the hyperlink takes the patron to a dedicate web page.  
         [0040]    The use of a web page opt in is actually preferred, particularly if it is directly associated with the database  23  and if the link includes key information such as a particular merchant, and even a particular location associated with that merchant. Thus, when a patron clicks on the link, the very act of going to a particular web page provides the system  23  with critical information that does not have to be re-keyed by the patron  26 . The link may even include the unique identification information (e.g., identification device  18  associated with the patron. If it does, then when the patron  26  clicks on the link and goes to the indicated web page, information already associated with that patron may be populated both from the hyperlink itself and from information contained within the database  23  in association with the patron&#39;s identification code to expedite the providing of any correcting or additional information by the patron directly. Thus, third party intervention and complexity, which lead to potential mistakes and undesired costs, are avoided.  
         [0041]    Ultimately, whether a patron  26  joins the system using a manual or electronic method, follow up communications may be used to updated or supplement any patron information.  
         [0042]    Once at least a name and an e-mail address are established for a particular patron, a unique identification code is also associated for that patron  26 . As noted above, that code is propagated by way of identification device  18 . A database entry is created for the patron  26  that includes all available information for that patron including the merchant having a relationship with that patron and the physical location of that merchant if it has more than one location. Merchant specific desired information such as birthdays, anniversaries, merchandise preference and the like may also be collected. To avoid later unwanted duplication certain information about any new patron (e.g., e-mail address or mailing address) proposed to be entered into the database is compared with pre-existing entries. If there is a match, to the extent that there is any new information about the patron not already included in the database, that additional information is preferably updated.  
         [0043]    A key mechanism for continuously developing a merchant&#39;s customer list of patrons  26  who are interested in participating in the system includes in-store display unit  21  including a mechanism for capturing patron information (an “enrollment card”)  25  such as the name and e-mail address, as noted above. A reward is granted to a patron  26  that agrees to participate in system  15 . In the preferred embodiment, the reward is typically in the form of a coupon that is sent to the patron by a personalized e-mail  27 . The reward is only received and thus able to be used if a correct e-mail address was provided by the patron.  
         [0044]    As illustrated in FIG. 2, in a preferred embodiment, the physical mechanism for associating a patron  26  with system  15  using enrollment card  25  typically involves a simple self-addressed postage pre-paid card requesting name and e-mail information along with any other critical patron information deemed important by the merchant  20 . The potential value of adding additional data fields to the enrollment card  25  needs to be weighed against the value in minimizing enrollment disincentives to the patron. Only truly critical information fields should be added because keeping the number of required fields low increases the likelihood that a particular patron  28  will take the time to fill it out and mail it in. The enrollment card  25  is mailed to or otherwise provided to the clearinghouse  24 , which uses the information to create a new patron entry in the merchant&#39;s customer list.  
         [0045]    More specifically, enrollment card  25  is received by the information clearinghouse  24  where it is matched with a particular merchant  20  and even a particular merchant location. The card  25  is reviewed at  32  by broadcast services  272 , discussed in more detail below. If acceptable, information from the card is entered into the database  23  as shown at point  34 . Certain critical information is associated with each card. First, a patron  26  is identified both with a particular merchant  20  at point  36  and then with the physical location  38  of that merchant. If the merchant has numerous locations, not only is it important to know the merchant, but also which store the patron went to. Then the critical information associated with the patron such as the name and e-mail address is added and a record for the patron is created at point  42  with the unique identification code discussed above.  
         [0046]    Finally, card  25  is physically stored at point  44  in a box associated with each physical location of a particular merchant  20 . In one embodiment, card  25  may be used in a periodic drawing, wherein when a card is drawn; a particular reward is offered to that patron  26  that is not made available to any other patron.  
         [0047]    As shown in FIG. 1, it is also possible to participate in the system  15  by sending an e-mail  16  to a predefined e-mail address associated with the clearinghouse  24 . In a manner similar to that noted above, a responding message may be sent that includes a hyperlink to a web page to complete a form. Alternatively, a responding message may include the form itself to be completed and returned to the clearinghouse by replying to the message.  
         [0048]    It is further possible to participate in the system by going to a pre-defined URL associated with a merchant  20  and using a web opt-in with a registration form that is able to interact with the database  23 . The advantage of having the patron  26  provide the necessary information directly without having to re-key the information later is maintained. However, even after the information is keyed through a web site opt-in, any information or promotional offer is still sent by e-mail  27  to confirm the accuracy of the e-mail address for further communications.  
         [0049]    Yet a further way to associate a patron  26  with the system  15  is to use a referral system. For example, an existing patron in the system is sent an e-mail communication  27  with information or a promotional offer and is incentified to send a copy to a friend. The friend receives the communication and is given the ability to join using one of the methods noted above. In an ideal embodiment of the invention, the original e-mail communication  27  is retrieved or identifying information about the referring patron  26  is provided by the new patron  26  and matched with the existing patron so that an appropriate reward may be communicated to the referring patron.  
         [0050]    Once the patron  26  has registered with the system  15 , the patron often (e.g., within two (2) days) receives an e-mail communication  27  welcoming the patron with a reward in the form of information or a promotional offer, as illustrated in FIG. 3. In other cases, the new patron  26  simply begins to receive all new communications  27  that correspond to the pre-determined criteria that the patron matches. The from field  46  and the to field  48  should be customized and personalized to the extent possible to do so to maximize the chance that the patron  26  will open and read the e-mail instead of deleting it unread. The patron  26  should be personally identified and the “call to action”  52  should be clear and engaging. Each e-mail  27  should also contain an “opt-out” option  54  for the patron  26 , to ensure that all member patrons on the system  15  are in fact interested in receiving communications from the merchant  20 . The e-mail  27  is typically printed out and taken to the merchant. Redemption information should be recorded by the merchant  20  of the printed e-mail. Alternatively, if an on-line transaction, either the e-mail  27  or identifying information associated with it are communicated to the merchant  20  for forwarding to clearinghouse  24 .  
         [0051]    One important feature of system  15  is the ability to emphasize the relationship between a local merchant  20  and a local patron  26  while taking advantage of economies of scale or desired information that may be at a broader level of interest to the patron, The invention supports the ability to put a local, and more personalized face to the patron  26  on all communications  27 . The “From” field  46  informs the patron recipient of the e-mail that the sender of the e-mail is local, although the “Hallmark” brand is international in scope. This feature is important in the use of more personalized communications  27  to build affinity with patrons. Other indicia of closeness in terms of geography are found in the “Subject” field where the national brand name is not included in the name for the e-mail club and the list of local store locations is provided at the bottom of the communication. The preferred embodiment of the invention will take every opportunity to localize a reference to the vicinity of the patron  26 .  
         [0052]    The flexibility of a merchant  20  to define and target an e-mail campaign at the local level is a power tool to build affinity with patrons  26 . The ability a merchant to define the sender of an electronic communication  27 , and to define a merchant&#39;s relationship to a patron, is an important part of any embodiment of the invention. E-mail clubs can be formed on behalf of the manufacturer of a product or on behalf of the local retailer selling that same product. Thus, an e-mail club for dog owners could be setup on behalf of a dog food manufacturer, or on behalf of local pet stores.  
         [0053]    Nevertheless, while a local presence is desired, it is also desirable to provide information to a patron that he or she will find useful, even if it does not immediately result in a purchase decision. For Hallmark, for example, a hyperlink could be embedded in the message that would point the user to the Hallmark web site for information concerning upcoming holidays or free cards that can be downloaded or emailed. In another example, a hospital acting as a merchant  20  may send a reminder to a patron  26  about an upcoming appointment, but include links in the message to information available from a national drug company or a national organization that relates to the subject matter of the appointment. Alternatively, more general information of a local nature may also be included in electronic communication  27  that relates to additional services or products provided by the merchant  20 . In this manner, there can be reinforcement between a national brand or national chain and a local merchant  20  that is associated with that brand or chain.  
         [0054]    As illustrated in FIG. 4, in one embodiment any redeemed communications are saved by the merchant  20  and forwarded to the clearinghouse  24  using any one of a number of mechanisms (e.g., facsimile)  60 . Preferably, the communication received by the patron  26  and given by the patron to the merchant  20  includes least the patron&#39;s unique identification code or similar identifying information and a unique communication code (e.g., each communication  27  is given a unique code that is stored in the database). Once received by the clearinghouse  24  it is matched by broadcast services  272  at point  62  with the patron  26  and communication code  66 , the match between the two being entered into the database  23  to show that the patron has participated by responding to the communication. The degree of participation may be used to further focus communications to those patrons  26  having the greatest interest in the merchant  20  and thus providing increased rewards based on participation.  
         [0055]    A physical copy of the redeemed communication  27  may be kept in a redemption binder  64  for further reference. To avoid manual keying, bar codes or the like may be in the communication that can be read by a special optical character reader.  
         [0056]    In another embodiment, if the patron has received an identification device  18  (shown in FIG. 1) including the unique identification number, the identification device may be used in association with the ISU  17  (shown in FIG. 1) to acknowledge redemption. Thus, manual keying of least the patron information with its potential errors is avoided.  
         [0057]    The identification device  18  and ISU  17  are important to the system  15  for a variety of reasons. As noted above the identification device  18  is associated with the patron  26  and its database entry through the use of a unique patron identification code. The ISU  17  has the ability to read the device  18  and records the identification code. In its simplest embodiment the ISU  17  simply stores the identification code in a media that may be read from the ISU either through the receipt of physical media (e.g., disk or chip) or through electronic communication (e.g., electronic polling from a phone line). When a patron  26  visits a merchant  20  is in the store and uses to the identification device  18  to communicate with the ISU  17 , the system is able to record that the patron is there. Thus, once again the degree of involvement between the patron  26  and merchant  20 , even in the absence of an e-mail  27  may be recorded in the database  23  of the clearinghouse  24  for that patron. It provides another avenue for being able measure the level of interest between the patron  26  and the merchant  20 . To encourage the use of the identification device  18  by the patron, information or promotional offers may be gauged simply on the number of uses of the ISU  17  associated with a merchant  20  recorded by the system.  
         [0058]    In a preferred embodiment, the merchant  20  is able to input information into the ISU  17  directly. Thus, for example, if a patron  26  enters a physical store with a promotional offer in the form of an e-mail communication  27  and redeems the offer, it is possible for the merchant to acknowledge redemption of the offer through the ISU  17  in association with the patron using its identification device  18 . A sophisticated input device  18  does not have to be associated with the ISU  17 . For example, if there are only a limited number of communications being sent out by a particular patron  26 , buttons on the ISU  17  may be associated with each communication  27 . If a normal communication is sent out to all patrons only every 90 days and a special communication  27  is only sent out to patrons having a birthday once a year, the redemption of a normal communication  27  may result in pushing a first button and the redemption of a special communication  27  may result in pushing a second button. Then, when the information is received from the ISU  17 , the system can correlate the information in the ISU with the communications associated with that merchant and determine from the buttons which communication  27  is associated with each patron&#39;s identification device  18  activation.  
         [0059]    This does not mean, however, that more sophisticated input systems cannot be associated with a physical ISU  17 . For example, in another embodiment of the ISU  17 , the merchant can look the communication  27 , locate the unique communication code associated with the communication and input that code into the ISU either manually or through the use of an optical reader if the code is able to be deciphered by the reader. In any event, a key advantage of such an embodiment is that no paper copies of the communication have to be maintained that can either be lost or subject to error by potential manual entry into the database  23  at a later date.  
         [0060]    In a more preferred embodiment of the ISU, the ISU is directly connected to the merchant sales transaction system  15  and in two-way communication with the clearinghouse  24 . Thus, when the patron  26  uses its identification device  18  the patron information may be readily matched to additional information such as the nature of actual purchases, purchase amounts, and the like as well as the information associated with an potential redemption or the like. This is particularly easy when a purchase is made electronically as through a website.  
         [0061]    In a most preferred embodiment, not only is the merchant  20  able to input information into the ISU  17 , but when a patron  26  uses its identification device  18 , the merchant is able to access least portions of the database  23 , particularly portions that describe the level of the relationship between the patron and the merchant. In this embodiment, the merchant is able to use the information to provide additional incentives or information as appropriate, and input those additional incentives or information into the ISU  17 . The information is forwarded to the database  23 .  
         [0062]    In yet a further embodiment of the system, the identification device  18  itself may be able to store data such as patron information and merchant preferences. The device  18  may be updated when it interacts with various ISUs  17 , so long as the ISU has a database of relevant information and is able to communicated with the identification device.  
         [0063]    Various examples of identification devices  18  include a data chip such as a smart chip within a metallic housing, bar codes, finger print identification, voice recognition devices, and the like.  
         [0064]    As discussed, there are a number of advantages to using an identification device  18 . It provides the availability of instant sign up when a patron  26  goes to a different merchant  20  participating in the system; it allows redemption and marketing opportunities for the merchant and patron. It also permits behavioral tracking to determine how often a patron  26  visits a particular merchant.  
         [0065]    In some cases, particularly when there is a separate identification device  18 , the providing of a copy of an e-mail communication  27  is not even required. A patron  26  can show up the merchant  20  with its identification device  18 , take advantage of the information or promotional offer, show the identification device  18  when checking out, and reference the offer directly.  
         [0066]    Various processes for associating a patron  26  with a merchant customer list  19  are summarized in FIG. 5. For each process, however, the information is ultimately stored in a master database  23  that may run using a product such as SQL Server from Microsoft Corporation. As also illustrated, a product such as Access, also from Microsoft, may also be used as a front end between manual entry of information concerning a patron  26  and the master database  23 .  
         [0067]    The master database  23  is a critical component to the system. It includes all of the pertinent information concerning each patron  26  including identifying information, the merchant or merchants  20  associated with that patron, and even the location of each merchant with whom the patron is associated. Moreover, for each patron  26 , visits to a particular merchant location are recorded from redemption transactions or the use of the identification device discussed above. Information may be pulled from the database a patron level.  
         [0068]    As information about a patron&#39;s interest are collected over time, the clearinghouse  24  can make additional offers to a patron  26  concerning other merchants  20  associated with the clearinghouse based on that patron&#39;s perceived interest. Surveys and the like may also be used to identify interests of patrons  26 . When a survey is used for example, a hyperlink to a survey form associated with a web page that is in direct connection with the master database  23  is most preferred. The information received from the survey is stored directly in the database  23 .  
         [0069]    Through the collection of such information and promotional offers may be properly directed to a patron  26  without providing the patron information that is not of interest to it. Thus, information and promotional offers are focused to the benefit of both merchants  20  and the patron  26 . As noted above, in addition to subject matter interests, if the physical location of the patron is known, as through a zip code, it is possible to also focus patrons on merchants in a specific geographic area.  
         [0070]    In addition to being able to retrieve information about a patron  26 , the database  23  is able to collate information and retrieve it from a merchant  20  and merchant location level. Thus, it is possible to determine the habits statistically of patrons  26  associated with a particular merchant  20  or merchant location including visits by particular patrons and the success of particular communications sent to patrons, sometimes known as campaigns. In this way, a merchant  20  is able to focus the providing of information and promotional offers in a manner that is of the most benefit for both the patron  26  and the merchant.  
         [0071]    In a desired embodiment of the invention not only are there a plurality of patrons  26 , but there are also a plurality of merchants  20 , each with its own in-store or virtual display  21  (shown in FIG. 1) and preferably an ISU  17 . As patrons  26  frequent various participating merchants  20 , the patron may acknowledge an interest in receiving information or promotional offers by using the identification device  18  that merchant&#39;s location. The unique identification code of the patron is matched with that merchant  20  and merchant location and an entry placed in the database  23  showing the additional merchants that the patron  26  has an interest in. Then surveys and the like, as noted above, can be used to collect any additional information required by that merchant to complete a desired profile. To the extent that information about that patron  26  has already been gathered, a survey using a web site generated form can include that information so that the patron does not have to re-key it and has the opportunity to correct it, if desired.  
         [0072]    If a physical identification device  18  is not used, manual, e-mail, or web site opt ins for an additional merchant may also be used. As noted above, the clearinghouse  24  takes information concerning an opt in and compares with existing information already in the database  23 . One crucial piece of information compared is the e-mail address. Thus, if there is a match associated with a new entry and an existing database entry based on a match such as an e-mail address, then the system  15  automatically associates both the new merchant information and any additional information associated with that new relationship with the database  23 .  
         [0073]    Moreover, the clearinghouse  24  receives a significant benefit from the relationship that is created between merchants  20  and patrons  26 . By reviewing the data that is created over time between various merchants  20  and patrons  26 , the clearinghouse  24  is able to identify trends of benefit to all parties. In this way, proposed offers may be focused to the benefit of all parties to establish relationships that are focused and beneficial.  
         [0074]    For example, assume that a number of patrons  26  participating in the system appear to make regular purchases both a card merchant and a florist merchant. If a statistically high enough level of patrons frequent both merchants  20 , it may be desirable to propose to the two merchants that they cooperate in a communication focusing on developing additional cross-traffic between the two merchants. Patrons  26  that frequent one merchant may be offered an incentive to visit the other merchant. In another example, taking advantage of geographic proximity and commonality of interests, the clearinghouse  24  can determine that a patron  26  frequents a movie rental merchant on a regular basis. The clearinghouse  24  can propose to a carry out restaurant merchant associated with the system that it provide information or a promotional offer to such a patron as part of a communication suggesting the advantage of having both a movie and a dinner.  
         [0075]    It is even possible to establish relationships between merchants  20  at a merchant-to-merchant level. For example, a florist merchant may be in a position to provide services to other merchants that have a need for that merchant&#39;s services or products. For example, it may be desirable for a florist merchant to have a flower display at a card store merchant wherein a patron  26  is reminded of the availability of the services of the florist merchant or even potentially has the ability to purchase flowers from the display while the card store merchant. Thus, both merchants  20  again benefit, as does the patron  26 .  
         [0076]    In short, symbiotic relationships between patrons  26  and merchants  20  may be created using the inventive system  15  of opt in or opt out opportunities so that patrons are not sent undesirable communications and both information and promotional offers may be focused to the benefit of all parties.  
         [0077]    An overview of the use of the database to send out a communication according to one embodiment of the invention is detailed in FIG. 5. The patron  26  first must “opt in” to the program associated with a merchant  20 . This can be done by an a computer  72  through the Internet  74  using a web page opt-in  76  which directly accesses the database  23 . Enrollment can also be accomplished through an enrollment card  25  or a customer list  19 , as discussed above. Both methods require manual entry  84  into a database front end  86  that accesses database  23 .  
         [0078]    The master database  23  includes mailing information, data, and templates developed for a particular communication  27 , wherein patron  26  and merchant  20  information populates predetermined fields to customize and personalize a communication.  
         [0079]    The various information is merged to create the desired communication  27 . It is routed to a supermail server  90  and may be released either manually  92  or through a Cron job or automated process  94 . When the communication  27  is actually released at point  96  it is hopefully successfully sent using an e-mail sending protocol such as sendmail  98 . However, if it is not sent, then it is routed to one of a number of locations such as a bin of miscellaneous errors  100 , or invalid e-mail addresses  102 . The non-sent e-mails communications are reviewed to determine the source of the errors and the database is updated if an e-mail address has truly become unavailable or the e-mail is re-queued if the error was merely of a transitory nature  
         [0080]    For the e-mail communications  27  that were correctly sent from the system  15 , the sending information is recorded in a log file  104  that is preferably merged with the database  23  so that the database knows that the communication was sent and an appropriate notation associated with that communication is stored in the server. Preferably, every communication is given a unique identification code and may be matched up with a patron  26  receiving that communication as well as the merchant  20  and merchant location associated with providing the information or promotional offer.  
         [0081]    Even if an e-mail communication successfully leaves the system does not mean that it will reach an intended patron. It can still bounce  106  for a number of reasons such as an inability to deliver. As illustrated in the figure, bounce information is either manually reviewed  114  from a log  112  or used to update the database  78  or preferably, the process may be automated such that an ODBC interface  110  is used to automatically update the database  23 .  
         [0082]    If the e-mail communication  27  is successfully sent and is a non-bounced e-mail  116 , it then goes through the Internet  74  to the patron&#39;s e-mail account  122 .  
         [0083]    Once the patron  26  reviews the communication  27  it can print out the communication and go to a merchant  20  to take advantage of the information or promotional offer. Alternatively, the patron  26  can send a communication  27  back to the clearinghouse  24  responding to the original communication using the patron&#39;s computer  126  to either send a responsive e-mail  140  or to access the merchant&#39;s Internet web site  130 . If a response is e-mailed, a process such as sendmail  98  is used. A clearinghouse response processor  144  is forwarded to a mailbox associated with the affected merchant  20  maintained by clearinghouse  24  as shown at point  146 . A copy of such e-mails are kept in the mailbox  148 , and all e-mails are processed by the mail process  150 . Various options are possible in such a communication. If the patron&#39;s e-mail response requires a change to the database, the e-mail is logged at  154 , and a data entry person at  156  accesses the database front end  86  to make the appropriate change to the database  23 . If the patron&#39;s e-mail response includes a request for removal, which request is preferably automatically processed and an acknowledgement  152  sent back to the patron. The database  23  is then updated either manually or automatically. Alternatively, it may be a message to a particular e-mail box, in which case the communication is stored in  148  as noted above for later manual retrieval. Further, the responding e-mail communication  27  may include a response with requested information that is typically manually stored and reviewed for manual entry into the database shown at point  156 .  
         [0084]    As noted above, e-mail communications  27  often include a hyperlink to a web page  130 . As also illustrated in the figure, upon the clicking of an embedded hyperlink a patron is taken to a web page associated with that communication  27 . Using such a web page interface a patron  26  has a wide variety of different options including opt-out  132 , opt-ins  134 , surveys  136 , and the ability to manage personal information  138 . The various forms are directly linked with the system database to avoid the need to manually re-key necessary data, decreasing cost and the possibility of error.  
         [0085]    One embodiment of the e-mail routing process is provided in greater detail in FIG. 6. At line  158  a merchant  20  sends campaign specifications to the clearinghouse. The account executive  270  receives and forwards the specifications to the graphics department at line  160 . The graphics department creates a proposed campaign format at line  162  that is forwarded to and reviewed by a senior executive of the clearinghouse at line  164  and returned to the account executive if it is approved as shown at line  164 . The account executive consults with the merchant  20  and receives the merchant&#39;s approval at line  166 . Then the process is repeated until it is finalized and the merchant  20  and senior executive both approve of the initial campaign format. The account executive forwards the approved campaign to broadcast services  272  for verification and splitting at line  168 . All final formats are created and approved by the senior executive at line  170 . Then broadcast services assigns the campaign to be split into various e-mail formats as shown by line  172 that are recognized by major e-mail systems such as a format associated with American On Line (“AOL”), HTML, or text. The database  23  preferably includes information associated with each patron  26  to receive a communication  27  that identifies the format of e-mail most preferred by that patron or required by that patron&#39;s e-mail system. Finally the campaign is activated and the various communications sent to the e-mail queue  230  (discussed in more detail with respect to FIG. 9) for distribution using line  174 .  
         [0086]    An embodiment of sending the various e-mails is disclosed in greater detail in FIG. 7. As illustrated the database of patrons,  176  which is typically a subset of database  23  is matched with or more active campaigns  178  to involve least a subset of patrons  26  that is stored in the system database  23  of the clearinghouse. A personalized e-mail  27  matching a patron  26  with a communication associated with a campaign is created at point  182  and forwarded to a campaign send queue  184  of an email database. The particular campaign messages is merged with a queue of all campaigns  186  and selectively sent when appropriate as shown by point  188 .  
         [0087]    Communications  27  are often held until a particular date or time. For example, if a merchant  20  has a large customer list, it may selectively send a communication first to patrons that frequent it more often to give them an earlier chance to take advantage of information or a promotional offer. Then over time the rest of the e-mail communications are sent out to the rest of the merchant&#39;s customer list. In another example, a merchant  20  may wish to send a communication to each patron  26  on that patron&#39;s birthday. The communications can be queued and sent as the birthday of that patron comes up.  
         [0088]    Once the e-mail for a particular merchant communication is completely created and ready to be sent out, an e-mail verification send report  190  is preferably generated. Such a report typically includes the communication identification code, merchant name, merchant locations involved, and the total number of e-mail communications to be sent out. Then the various communications are transmitted to the e-mail server in a manner well known in the art such as by using File Transfer Protocol  192  and a session is created  194  to send out the communications to the preselected subset of patrons  176 . In the illustrated embodiment, a telnet session is created to send out the communications.  
         [0089]    One method of bounce back management is illustrated in FIG. 8. The particular management approach involves the sending of a verification message  27  to a patron  26  once the patron has signed up with the system using a postcard as discussed above. As shown, when operating properly an e-mail communication  27  should travel through the Internet through one or more internet post offices  200  to reach the appropriate patron  26 . However, when an e-mail communication  27  is bounced it is reviewed by broadcast services  272  at point  204  and printed out for review  206 . The communication is reviewed to determine the reason for the error  208 . A mail portion  210  of the master database  23  is reviewed to locate the patron&#39;s record of information and the record is reviewed. If the error involves an improper e-mail address it is typical to determine the merchant  20  and merchant location at point  212  from the communication and to go to a file  214  where all of the enrollment card  25  associated with that merchant location are stored as shown in FIG. 2 to determine if the address was mis-keyed. If it was then the correct address is entered into the database  23  as shown by line  216  and the e-mail communication is resent as shown by line  217 . Otherwise, the patron  26  is removed from the database  23  or marked inactive at point  218  if various attempts to resend the e-mail communication fail. In the embodiment at  218 , the patron is removed from the database  23  after three separate attempts to send the e-mail communication  27 .  
         [0090]    An embodiment of splitting a communication into various e-mail formats is illustrated in FIG. 9. Once the graphics department has finalized a campaign a hard copy of the communication template is sent to broadcast services as shown by line  220 . The electronic form of the communication including JPEG image files and Rich Text Format text based files are stored in a readily accessible directory and may comprise part of a database  222 . An executive of the clearinghouse  24  works with broadcast services to decide whether the format proposed by the graphics department is good and error free for each of the various e-mail formats to be used as shown by line  224 . If not, then the campaign is returned to the broadcasting services department  272  for reworking. Once the campaign is believed finalized and approved, it may be desirable to send test messages  226  using each format to confirm their accuracy and then complete finalization of the campaign. The senior executive is responsible for making an entry involving the sfm-mover templates as shown by line  228 . Broadcast services in combination with the executive actually split the campaign into typical formats recognized by most e-mail systems including American On Line (“AOL”), HTML, and text. The formats are merged with the actual image and text files and stored for release to a queue  230  to be merged with the appropriate sub-set of patrons. As stated above, the database  23  preferably includes information about the e-mail format desired by a patron  26 . Alternatively, it may be possible to send all three formats in a single e-mail communication with only one format being reviewed by the patron  26  based on the desired format used by the patron. Further, it is sometimes possible to send query messages to a patron e-mail address to determine the desired format for the communication before the communication is actually transmitted in full.  
         [0091]    An alternative embodiment for sending out communications is illustrated in FIG. 10. In the figure the A in the triangle  232 ,  242 ,  246 ,  250 , and  262  represents program interfaces to the e-mail system. The main database  23  with patron information that may be updated or changed is shown in ready contact  236  with templates associated with a campaign  238  and any associated images and other multi-media attachments  240 . The templates and multi-media may be modified using a variety of applications. The templates, multi-media content and database information go through a campaign filter  244  to match a campaign with a subset of patrons  26  to be associated with that campaign. The campaign filter is essentially the rule generator that combines the database information with a campaign. Once leaving the campaign filter a completed series of customized e-mail communications exist. E-mail messages  27  may first be sent to a test e-mail queue  264  so that the formatting and substance of the e-mail may first be verified. The e-mail communications go from the campaign filter  244  to an e-mail send queue  230  where they are stored, as discussed above. In addition to a preferred campaign identification code it is preferred that each batch of e-mail communications also be assigned a unique batch number. By way of the batch number it is easy to delete or otherwise modify a batch if an error is located before the batch is completely released. The e-mail queue  230  stores the messages until a release time is matched with the communication. As noted above, such release times may be based on a desire to favor frequent patrons or a special event in a patron&#39;s life such as a birthday, anniversary, or any other special day noted in a patron profile. Thus a prioritized queue is possible. The queue  230  is associated with the database  23 . In a preferred embodiment a query on a patron  26  or a merchant  20  or merchant location will provide information on the status of all relevant queued e-mail communications.  
         [0092]    As also illustrated in the Figure the e-mail send queue is a scalable function with a multiple number of e-mail send protocols  252  being available to be used simultaneously depending on the number of queued communications that are ready to be sent.  
         [0093]    When an e-mail is correctly sent out then its transmission is recorded in a long-term history table  254  that is associated with the main database  23 . Once again the history table may be queried in association with a patron  26 , merchant  20  or merchant location or in a variety of other ways such as the number of messages sent out over a particular period of time and the like to provide updated information. Thus, the history table  234  ideally includes the patron identification code, the merchant identification code and related merchant information, the campaign identification code, batch code, and information concerning e-mail communication release date and time. Moreover, using the history table information one or more automatic e-mail communications can be generated to a merchant  20  associated with a campaign informing the merchant that a campaign has been launched and the status of the campaign various times.  
         [0094]    Additional, e-mail communications can be sent to a merchant  20  on a variety of other topics including providing notification that a campaign has passed the campaign filter and the status of release when it resides within the e-mail send queue.  
         [0095]    Two different types of e-mail communication bouncing are illustrated in the Figure. A hard bounce  256  is generated by the e-mail send protocol itself and involves when the engine cannot get to the domain where the e-mail address is located or the like. A hard bounce goes to a bounce queue  260 . A soft bounce  258  is a rejection to an e-mail communication  27  that often arrives days after an e-mail communication is sent out. It often involves a notification of an inability to complete the delivery process to a particular e-mail address even though the domain itself is up and accessible. In the case of a soft bounce  258 , the e-mail communication  27  is preferably automatically mated with a corresponding communication stored in the history table  254  and the status updated to reflect a soft bounce. The original e-mail communication is pulled from the history table information and forwarded to the bounce queue  260 . An interaction with the bounce queue may be automatic or manual in a manner similar to that discussed above with a different embodiment involving bounced e-mail communications. If the e-mail address problem can be fixed then the e-mail communication is re-queued, often on a priority basis and resent out.  
         [0096]    Using the campaign feature of the system  15 , information can even be sent out daily or more to select patrons  26 . For example, a high volume shop such as a restaurant may send out a daily menu of specials to select patrons. That alone provides important information to the patron  26 . However, in a preferred embodiment a hyperlink is provided that the patron clicks on to receive additional merchant information and even potentially the ability to pre-order a meal for later pickup or automatic deliver. This helps the merchant  20  plan ahead and the patron in avoiding unwanted delays.  
         [0097]    While the term database  23  has been used fairly generically throughout the discussion, in practice it is likely that the system will include a variety of different databases. For example, there may be a patron database, a merchant specific database, campaign databases, and various e-mail databases. However, the various databases are interconnected using identification codes common to the various databases such as patron identification codes, merchant and merchant location codes, communication or campaign codes, mail batch codes, and the like as noted above. Thus, the various databases can be searched and combined to provide an overall comprehensive database of information.  
         [0098]    In one embodiment a first table includes merchant specific information, a second table includes location specific information for a specific merchant, a third table is really a hash table containing the location information for a merchant and a unique patron number and showing the points of interaction between the two parties. Finally, a fourth table typically provides all relevant information about a particular patron. The patron table may be linked to certain adhoc tables associated with a merchant if the merchant wants very specialized information about a patron that is not likely to be of interest to other merchants.  
         [0099]    The preceding discussion has included substantial reference to a unique identification code for a patron. In practice, the identification code is randomized and encrypted for use with e-mail communications and/or the identification device so that third parties are not able to use the identification code in an inappropriate manner. The system takes substantial steps to protect the integrity and confidentiality of both patron and merchant information. For example the system database is behind an appropriate firewall using methodology well known to those of appropriate skill in the art. Another advantage of using an e-mail queue, for example, is that the completed e-mails can be isolated from the underlying database.  
         [0100]    The establishment of a business relationship between the merchant and the clearinghouse is summarized in FIG. 11. First, a community manager  266  associated with the clearinghouse  24  establishes a relationship with the merchant  20 . The community manager sends new account information about the merchant  20  to the information clearinghouse  24 . Typical information associated with a merchant includes its SIC code, if it is part of a chain, its geographic location, and specific patron  26  information of specialized interest desired by the merchant. In many situations the merchant  20  may be part of a chain so both a merchant identification code and a location code are established. The accounting department  268  of the information clearinghouse  24  sets up an account associated with the merchant and with each merchant location. The accounting department  268  of the information clearinghouse then sends copies of the contact, logo, and notes to the account executive  270 .  
         [0101]    The account executive  270  updates the account information and sends the broadcast services department  272  the new account information relating to the merchant. The broadcast services department  272  enters all merchant related information on the information clearinghouse&#39;s database  23  for merchant information. The account executive  274  creates action sheets for ISU  17 , postcards  25 , customer lists  19 , and a draft welcome e-mail  27 , and the account executive sends the action sheets to the creative services department  274  which then creates the ISU, postcards, and welcome e-mail. Personnel internal to the client services department  274  approve the ISU  17 , postcards  25 , customer list  19 , and proposed welcome e-mail  27 , and send all the items to the account executive  270 . The account executive  270  sends the proposed welcome package to the merchant  20 , including patron contact information, action sheets for use with an ISU, postcards, and a proposed welcome e-mail  27  to be sent using the existing customer list  19  of the merchant  20  to the extent an e-mail address is associated with a particular patron. The merchant receives and approves of the welcome package and displays the ISU  17  in the store or on its website. Any changes to the ISU  17 , postcards  25  or welcome e-mail  27  go back to the Account Executive  270  who fills out a product change form that is used by creative services to make any necessary changes.  
         [0102]    The maintenance of the relationship between the information clearinghouse  24  and the merchant  20  is illustrated in FIG. 12. The merchant  20  and the account executive  270  communicate on a regular, preferably weekly basis. The communication typically comprises phone calls, faxes, visits, or e-mail and includes regular reports associated with account status. As part of the relationship and regular communication the information clearinghouse  24  and the merchant  20  develop communications  27  to share with the patrons  26 . For example, one communication  27  that may be created includes a 90-day promotional redemption program that is implemented once the customer list includes a critical number of patrons (e.g., 100 patrons) or the relationship has been established for a predetermined time period (e.g., 2 months). Another communication  27  that may be created includes a personalized message to patrons  26  upon the occurrence of a personal event of importance to the patron such as a birthday, anniversary, or any other special occasion identified in a patron profile. Such a communication  27  may be created upon the establishment of a customer list having a different critical mass of patrons (e.g., 500) or the relationship has been established for a predetermined time period (e.g., 4 months).  
         [0103]    The creation of a personalized communication  27  to least a subset of the merchant&#39;s customer list is carried out as illustrated in FIG. 13. First, the account executive  270  and the merchant  20  meet and develop a communication  27  that will be available for use or redemption for a predetermined period of time (e.g., 90 days), or a special communication that may focus, for example, on an important event in a patron&#39;s life. Creative services  274  works with the account executive  270 . The account executive  270  organizes the information and completes a communication action form or “campaign action form.” The campaign action form is reviewed with the merchant  20  for approval. Once the campaign is approved, broadcast services  272  implements the communication process and sends the communication to the appropriate patrons  26  associated with the merchant  20 .  
         [0104]    In some cases the process may be simplified by permitting the merchant  20  to itself create the relevant information associated with a desired campaign such as the welcome package. The clearinghouse  24  reviews the merchant provided information simply for formality compliance and then proceeds as if approval has been granted. In one desired embodiment, a merchant  20  is given access to a Uniform Resource Locator (“URL”) of a website, where Active Server Pages (“ASP”) or the like are used to provide pre-formatted templates that a merchant  20  completes, which is then used by the clearinghouse to activate the campaign.  
         [0105]    The present invention contemplates an information clearinghouse with a merchant-driven focus. In a preferred embodiment, the information clearinghouse  24  will be organized in such a way as to maximize responsiveness to the needs of merchants  20  in an integrated and comprehensive manner. The structure for such a system is referred to as IMMS, or Integrated Merchant Management System. IMMS is illustrated on FIG. 14. IMMS  290  represents all of the various departments and internal workings of the information clearinghouse. The figure illustrates the responsibilities of broadcast services  274 , community managers  294 , sales  296 , accounting  298 , merchant services  300 , sales support  302 , field service managers  304 , and account executive  270 .  
         [0106]    In accordance with the provision of the patent statutes, the principles and modes of operation of this invention have been explained and illustrated in preferred embodiments. However, it must be understood that this invention may be practiced otherwise than as specifically explained and illustrated without departing from its spirit or scope.