List Revival

List Revival
A multi-channel cataloger offered its house-file an incentive to come shop – web, call center, or store. Buyers were given a smaller offer, non-buyers were offered a little more. Everybody won something, a few won a lot, a handful really made out. You had to tell them a little bit about yourself, and of course, all offers were e-mailed to you.

The sequence of events that led to this were quite interesting. You got a direct mail piece at home or a phone call. They provided you with an access code with a timed incentive to respond. You went online – input your offer code & were e-mailed a confirmation link.

This confirmation link asked you to provide preferences – seven basic questions & a big thank you with a coupon you could redeem immediately. You wonder why the cataloger went back and forth with the prospect or customer.

This was a result of a few control group tests. Let me offer a colloquial example. If I was to meet you and ask you your name, where you are from, what you like, & your ‘best’ e-mail id – you are more likely to respond correctly if I was to engage you in a dialog versus having you answer all questions all at once. People are human, not robots.

The impact this had was phenomenal. Pre ‘list revival’ the catalogers e-mail list was 20% of the house-file, they averaged less than 5% open rates, with an even more dismal click-through. Post ‘list revival’ the cataloger had more than doubled the e-mail list. Also their open rates quadrupled & click through’s improved.

The result of all of this was better segmentation, targeted messaging, & a boost in overall sales. More importantly, a random survey of more than 1000 new customers revealed that they felt they were part of the ‘club.’ The offers they had received were exactly what they wanted!