new-site/docs/trucking-marketing-send-plan.md

Trucking Marketing Send Plan

Date: 2026-06-02

This plan ranks trucking campaign sends by fulfillment friction, data quality, and ability to deliver without asking customers for portal passwords.

Prioritized sends

1. NY HUT setup

Why first: New York supports a clean tax-professional authorization workflow through E-ZRep/TR-2000. This is one of the lowest-friction state filings.

Target data: carriers based in NY or operating in NY, especially heavy vehicles likely over 18,000 lbs.

Message:

Operating in New York? You may need HUT credentials before operating taxable vehicles on NY public highways. Performance West can prepare and file with your signed authorization.

Offer: NY HUT registration, certificate/decal assistance, quarterly filing support.

Required fulfillment: signed NY authorization/TR-2000, vehicle list, weights, USDOT, tax/business details, government fees.

2. Connecticut Highway Use Fee

Why second: CT requires electronic filing through myconneCT and supports practitioner/third-party/bulk-filer concepts. CSV vehicle import makes this operationally scalable.

Target data: CT base/operating carriers, especially vehicles over 26,000 lbs.

Message:

Connecticut HUF is electronic and recurring. We can help register, import vehicles, and file returns with your authorization.

Offer: CT HUF setup and monthly filing support.

Required fulfillment: signed authorization, myconneCT delegate/practitioner access or customer approval, vehicle/mileage records, government tax payment.

3. DOT Drug & Alcohol Program

Why third: Lowest filing friction. No state tax portal. Strong recurring/compliance service.

Target data: carriers with drivers and likely CDL operations. FMCSA fields: driver_total > 0, nbr_power_unit > 0, for-hire/private property indicators.

Message:

If you operate CDL vehicles, you need a DOT-compliant drug and alcohol testing program.

Offer: annual D&A consortium enrollment, driver file review, clearinghouse support.

Required fulfillment: driver/company intake, signed service authorization, provider/consortium enrollment.

4. New Carrier Startup Bundle

Why fourth: Broad appeal and strong cross-sell. Use data to avoid sending to carriers that already purchased or completed startup services.

Target data: recently added DOT carriers with email, small fleet, no evidence in our orders/records of completed startup items.

Missing-item signals to infer from data:

• no Performance West order for new carrier bundle;
• no Performance West order for BOC-3;
• no Performance West order for UCR;
• no Performance West order for DOT Drug & Alcohol;
• no Performance West order for IRP/IFTA;
• no entity/LLC order where applicable;
• recent FMCSA add_date or created_at;
• small fleet: 1-3 power units or 1-5 drivers;
• active/usable email.

Message:

New DOT number? Most new carriers miss at least one required filing: BOC-3, UCR, D&A, IRP/IFTA, insurance, or state permits. We can review your startup checklist and file missing items.

Offer: New Carrier Starter Bundle, BOC-3, UCR, D&A, IRP/IFTA advisory, LLC/entity setup.

Required fulfillment: startup intake, signed authorization, government fee pass-throughs, state-specific follow-up where needed.

5. California MCP

Why fifth: Good market, but medium friction due to CA portal/forms and insurance coordination.

Target data: CA base/operating carriers.

Message:

California carriers may need MCP, CA number, insurance filings, and emissions compliance. We can prepare and file with your authorization.

Offer: CA MCP assistance, CA number/CHP guidance, insurance coordination, CARB/TRUCRS review.

Required fulfillment: signed authorization, vehicle/fleet details, insurance agent, portal or form workflow.

Cautious / later sends

These are valuable but should use conservative language until portal delegation is fully verified:

• Oregon Weight-Mile
• Kentucky KYU
• New Mexico Weight-Distance
• Texas TxDMV / intrastate authority
• CA CARB/TRUCRS recovery
• IRP/IFTA across all base states

Use wording:

• “We prepare and file with your authorization.”
• “Some state portal approval may be required.”
• “Government fees and taxes are billed separately.”
• “Insurance filings may require your insurance agent.”

Implementation notes for New Carrier Startup targeting

Create a Listmonk list named:

FMCSA Trucking - New Carrier Missing Startup Items

Populate with carriers matching:

1. usable email;
2. not already sent the new-carrier campaign;
3. recent-ish FMCSA add date or recent DB creation;
4. small/new operator profile;
5. no internal order evidence for new carrier startup items.

Subscriber attributes should include:

• company
• dot_number
• state
• city
• trucks
• drivers
• add_date
• missing_items_html
• startup_score

Do not mark globally listmonk_sent_at until the real campaign is sent. Use campaign-type-specific tracking where possible to avoid blocking unrelated campaigns.