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

• Published in: Direct Response p. A10
• Main Authors: Robinson, Andrew, Weston, Mike
• Format: Trade Publication Article
• Language: English
• Published: London Haymarket Publishing LTD 01.11.2007
• Subjects: Audiobooks; Brand loyalty; Case studies; Customers; Designers; Electronic mail systems; Marketing; Retail stores; Robinson, Andrew

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...