How it works

Here’s exactly what happens after you say go.

From a Secretary of State filing to an interested owner on your team’s list, in six steps.

01 · The data

Every new business, the day the state publishes it.

MarketForce has compiled Secretary of State filings from all 50 states since 1984. Each record arrives with the owner, the business, the industry and a mailable address; email and phone are appended from a commercial data source, and emails are deliverability-screened before anything sends. It’s a daily feed, not a monthly file: your audience is a definition, and every filing that matches flows in.

New filing · Tucson, AZ

Business
Reyes Custom Cabinetry LLC Secretary of State filing
Owner
Tomás Reyes Secretary of State filing
Filed
Tue 8:41 AM published by the state that morning
Industry
Carpentry contractors (SIC 1751) SIC classification
Mailing address
2210 N Oracle Rd, Tucson, AZ 85705 CASS-certified · DPV-validated
Email
[email protected] appended · deliverability-screened before sending
Phone
(520) 555-0148 appended where available

Registered-agent addresses (law offices, filing services) are filtered out before a record can join an audience.

395,003
new businesses in August 2026
303,818
with a named owner and a mailable address
50 + DC
states, one feed, updated every day

Example record: synthetic business, the record’s real fields. Counts are measured from the filing database.

02 · The timing

Speed decides who wins.

New owners pick a bank, a card reader and an insurer in their first weeks. The same filing, three ways to reach that owner’s mailbox:

  1. First Ad Wins

    Email the day the filing posts. No backend.

    Powered by MarketForce

    Day 6postcard in her hands, typically

    Approved once, up front

    1. Email sent · Day 1
    2. Printed · Day 2
    3. Delivered · typically Day 6

    First Ad Wins emails business owners on Day 1, the day the filing posts. Your postcard is typically in their hands around Day 6.

  2. MarketForce data files

    The same data, delivered weekly or bi-weekly to enterprise teams.

    Day 22–29postcard in her hands, typically

    Enterprise backend · 2–3 weeks

    1. Ingest the file
    2. Design creative
    3. Get approval
    4. Send to print vendor
    5. Print production
    6. Enter USPS

    Even with the nation’s best filing data, enterprise activation takes 3 to 4 weeks.

  3. Monthly list vendors

    Compiled lists, sold on a monthly cycle.

    Day 46–61+postcard in her hands, typically

    Enterprise backend · 2–3 weeks

    1. Buy the list
    2. Ingest the file
    3. Design creative
    4. Get approval
    5. Send to print vendor
    6. Print production
    7. Enter USPS

    The records are 30+ days old on arrival. By the time the mail lands, your competitors have already won.

Same data. Different pipeline.

First Ad Wins removes the backend: you approve once, and every matching filing after that goes out the day it’s published.

Day 1 is the day the Secretary of State publishes a matching filing, and the first email goes out that day; some states publish a few days after the business files. Delivery is typically around Day 6, based on the median mailed-to-delivered time on tracked pieces, August to September 2026; USPS does not guarantee delivery times. MarketForce files ship weekly or bi-weekly; monthly compilation is the list-industry norm. Backend spans are typical for an enterprise mail program, and conservative: direct mail commonly runs four to six weeks from concept to mailbox.

03 · The outreach

Written to one owner. Sent on two channels. Every touch tracked.

Your message, personalized from his filing: an email the day it posts and a postcard typically in his hands around Day 6, then three more emails. Five touches, one owner.

Your company → Tomás ReyesTue 1:36 PM

Congratulations on Reyes Custom Cabinetry, Tomás

Saw your new filing in Tucson this morning. Most new contractors need general liability before their first job site, and most overpay for it.

Here’s a quote that takes five minutes, from people who insure cabinet shops for a living.

Email 1, five hours after the filing. Highlighted = from his filing.
His name and address, and a QR code that belongs to this one card. A scan lands in his record.
  1. Day 1 Email 1
  2. Day 2 Email 2 · postcard printed
  3. ~Day 6 Postcard delivered (typical)
  4. Day 15 Email 3
  5. Day 25 Email 4

Email Engineered for the inbox, and tracked after it.

One message, from a filing matching your audience to the next round learning from this one.

Illustration: one synthetic email through the system as it runs today. Figures in the panel are recorded.

Delivered
96.6%
Restaurant pilot, 1,717 emails, Sep 2026
Spam complaints
0
Restaurant pilot, 0 unsubscribes
Versions of one email
95M+
No two owners get identical copy
Minimum send gap
12 min
Per domain, weekdays, business hours

Mail Printed and delivered nationwide.

Delivery around Day 6 is typical, not guaranteed: USPS sets the last leg. What we control is the infrastructure. Every postcard enters the mail from whichever of our 10+ print facilities best balances speed and cost for that owner, and USPS tracks it to the mailbox.

Product demonstration: representative postcards entering the mail stream at 10 print facilities and travelling to new business owners across twenty states, each turning from in transit to delivered.

Pieces in transit
—
Delivered
—
Median days to mailbox
~5Tracked pieces, Aug to Sep 2026
Delivery rate
96.7%USPS-confirmed, enterprise telecom program, 50,254 pieces

Representative delivery flow based on actual campaign data · 10+ print facilities

04 · Test and learn

Mix the pieces. Test fast. Keep what wins.

Every campaign is an audience plus an email, a postcard, or both. Run many at once, see which owners answer, move the budget to what works, in weeks rather than quarters.

  • Audience required
  • Email optional
  • Postcard optional

  • Restaurants

    4 emails

    $0.56 / business

  • Contractors

    Every New Owner: emails + postcards

    $1.35 / business

  • Dental practices

    Postcard only

    $0.82 / business

Example audiences. Prices are the published per-business prices.

One quarter. Two ways to learn your market.

Traditional direct mail

1 of 20 segments known

First Ad Wins

20 of 20 segments known

One quarter. Every sector. Every state. You see the whole market.

Run one program across the industries and states you sell to, and see replies broken out by segment. Answers arrive in days, so within weeks you know which markets respond, and you move budget there. Testing one segment a quarter, mapping these 20 would take five years.

Illustrative: example sectors and results, capped at our recorded 1.1% reply rate.

See real campaign results →

05 · Interested owners

Every reply sorted. The interested ones, ready to call.

Replies are read and classified automatically: interested, not interested, wrong contact, auto-reply, out of scope. Open an interested owner and the details are there: email, phone, filing date and every touch. Copy it to your CRM or export the list. Your team takes it from there.

Product demonstration · synthetic replies, the portal’s real buckets and contact fields.

Recorded19 owners wrote back to 1,717 one-touch emails in a live program: a 1.1% reply rate, 0 spam complaints.All results, with sources →

06 · Control and cost

We run it. You decide everything that matters.

  • Approve every word

    Your email, your postcard and your audience are submitted for approval. Nothing sends until it is approved. Drafts on request.

  • Choose the audience

    Industries by SIC code, states or ZIP codes, and a monthly cap. Every filing that matches flows in as the state publishes it.

  • Pause and resume

    From your dashboard, any time. The cap is yours to raise, lower or stop before the next wave.

  • Swap any piece

    A new audience, email or card whenever you want. Once approved, the next wave uses it. Up to four audiences and six versions of each email in one program.

  • Hear about replies

    Opt in to an email when a reply lands, or check the feed. Replies are classified before you see them.

  • Compliance, built in

    Every email identifies you, carries a mailing address and a working unsubscribe; opt-outs are honored. Response data is yours and exportable. We never take your customer data.

$1.35 per business contacted. Everything included.

The Every New Owner package, blended: the data, both channels, printing and postage, the dashboard and the reply sorting. No platform fee, month to month. You pay for businesses actually contacted, up to the cap you set.

  • Email onlyStarting at $0.26 per record for a single email, $0.56 for a 4-email sequence: same data and reply sorting.
  • At enterprise scaleSame price per business. One telecom client has mailed 90,000+ postcards across 18 states.
  • For procurementA statement of work for every program; security questionnaire, MSA and DPA on request. Security and compliance →

The full pricing →Brokers: 20% of the data fee, every month →

Start with a pilot

  1. One state where you already sell
  2. One industry the owners you want most
  3. One month 25,000 businesses, $33,750

Judge it on the interested owners. Raise the cap, add a state, or stop.

See it for one business owner, Monday to Saturday →

Fifteen minutes. Your market, counted on the call.

We'll count the new businesses in your states while you watch and price it on the spot.

Request 15 minutes →See your market

No pitch deck. Real numbers. Your market.