BLOG

Size isn’t the only metric

November 9, 2010 by in Delivery Improvement

MarketingSherpa has a case study up today about a company that took an aggressive stance on re-engagement that reduced their house list size by over 95%. While the size of the list went down, online sales doubled.

The whole article is a lesson in how to do email right. They are sending relevant and engaging mail to their subscribers. They kept the addresses of people who wanted the mail, but designed a new program from the ground up. All of the key points I, and others, keep talking about is present in their new program.

  • they had a defined content strategy
  • they had permission to send
  • they sent consistently
  • they sent engaging emails
  • they maintained their lists aggressively

In short, they provided a valuable set of emails that their recipients wanted effectively. And with a list 25% of the size of the unengaged list they started with, they have doubled online sales.

• •

Comment:

Your email address will not be published. Required fields are marked *

Best practices: a meaningless termComments on Holomaxx post

  • ReturnPath on DMARC+Yahoo

    Over at ReturnPath Christine has an excellent non-technical summary of the DMARC+Yahoo situation, along with some solid recommendations for what actions you might take to avoid the operational problems it can cause.No Comments

  • AOL problems

    Lots of people are reporting ongoing (RTR:GE) messages from AOL today.  This indicates the AOL mail servers are having problems and can't accept mail. This has nothing to do with spam, filtering or malicious email. This is simply their servers aren't functioning as well as they should be and so AOL can't accept all the mail thrown at them. These types of blocks resolve themselves. 1 Comment

  • Fixing discussion lists to work with new Yahoo policy

    Al has some really good advice on how to fix discussion lists to work with the new Yahoo policy. One thing I would add is the suggestion to actually check dmarc records before assuming policy. This will not only mean you're not having to rewrite things that don't need to be rewritten, but it will also mean you won't be caught flat footed if (when?) other free mail providers start publishing p=reject.No Comments

Archives