Steps to... avoiding emails that annoy people and... creating lifecycle campaigns

The conversion email is sent to "dormants" at the end of their lifecycle and is A/B tested against other offers. It is the best-performing execution sent to the bulk list. The mailings are repeated to those who have opened the email but not yet purchased. The net results show that opening...

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Bibliographic Details
Published inDirect Response p. A10
Main Authors Robinson, Andrew, Weston, Mike
Format Trade Publication Article
LanguageEnglish
Published London Haymarket Publishing LTD 01.11.2007
Subjects
Audiobooks
Brand loyalty
Case studies
Customers
Designers
Electronic mail systems
Marketing
Retail stores
Robinson, Andrew
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Summary:The conversion email is sent to "dormants" at the end of their lifecycle and is A/B tested against other offers. It is the best-performing execution sent to the bulk list. The mailings are repeated to those who have opened the email but not yet purchased. The net results show that opening rates for both acquisition and conversion emails are up 30 per cent since employing the new strategy. (The retention email is still in development.)
ISSN:0952-9764