How to Fix Your Dead File (aka Reviving Your List)

Spread it!

Email This

This one is a classic, it works every time and so many marketers can continue to drive engagement and 'revive' their lists by tweaking their approach.

A multi-channel cataloger offered its house-file an incentive to come shop – web, call center, or store. Buyers were given a 10 - 15% off coupon, 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.

Here are the sequence of events that created the interaction.

You got a direct mail piece at that 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.

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!