Service In Action: List 409

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A colleague of mine ran a seminar for eye care professionals in Miami; he had a list of 1,200 people and 75 spots to fill. Fortunately, he had their permission to market along with email, address and phone number. As he compiled the email IDs he found that he had a little over a 1000 unique addresses.

He quickly put together a short general message to those names – something to the effect of
… I’ll be sending you an invite to a special networking event in Miami. Please look for details next week for details.

About 300 email IDs bounced, many were completely bogus (i.e. junk@junk.com). After weeding out the bad addresses, he retargeted the 700 people with a second email – he had 250 openers (people knew of him) and about 150 unique clicks on the seminar link. His small team called every one of the clickers and secured about 80 people to sign up. He personally called a few bounces, got their correct email IDs and a few more sign-ups – his total registered was 114. The day of the seminar he had 93 people show up. Following the seminar, he sent a direct mail to those people who didn’t have correct (or any) email address on file. These people were encouraged to click through and provide their email id's.

His current marketable list is just under a 1,000 names, he takes great pride in keeping it current. His monthly newsletter averages open rates of 85% and gets great click through. Every single bounce is treated with great care – resolving each block or bounce through a phone call. This personal commitment has resulted in a clean list that is totally marketable.

His story is just one on the topic of list hygiene; join our next Service In Action call is this Friday and learn how our friends from Anthropologie, AAA Carolinas, Coastal Federal Credit Union and EBSCO Pradco Brands keep their customers engaged and their lists current. Hope you can make it; visit the Service In Action site for specifics on this 2:00PM (EST) call.