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Company: Perricone MD
Contact: Neil Kjeldsen, vice-president of e-commerce
Location: Meriden, CT
Industry: Retail, Skin care
Annual revenue: Confidential
Number of employees: 70

Quick Read

Email-marketing performance remains strong, according to industry reports. And is it any wonder, considering these campaigns target recipients who have explicitly asked to receive communications and hear your spiel?

But those who opt in are not guaranteed loyalists; they have expectations surrounding types of messaging and frequency that must be respected if an email program is to be successful. And since we're talking about people, it's safe to say that there's a range of expectations residing within any given list—i.e., the same message and frequency isn't going to keep everyone engaged.

When Neil Kjeldsen took over management of Perricone MD's email marketing program, he quickly saw that this kind of reasoning had been ignored and the program was suffering as a result. One clue: a significant "dead list" of opt-ins who had completely stopped responding to the company's email communications.

Rather than abandon these leads, he chose to separate them and target them with more aggressively priced offers on a weekly basis. Within weeks, the company started to generate new revenue from this segment, and continues to do so.

Challenge

Perricone MD is the provider of advanced skincare solutions developed by Dr. Nicholas Perricone, MD, FACN.

Over the years, the company's products have earned a good share of fans as well as interested prospects, many of whom chose to stay in contact with the company by opting in for email communications. But those relationships were not well nurtured.

When Neil Kjeldsen took over as vice-president of e-commerce last year, he quickly realized just how ineffectual the email program he inherited had become. Mailings, for example, were often sporadic and always sent in bulk with the same message going to everyone on the list. Opt-outs and spam complaints were high—and they were hurting the company's reputation with organizations such as the International Internet Management Association (IIMA)—even though everyone on the list had chosen to opt in to the program.

Even among those who were not complaining or opting out, a sizable "dead list" had formed, consisting of recipients who had gone silent and become unresponsive.

Campaign

Kjeldsen sought to address the issue of inactive opt-ins. He had to determine whether it was worthwhile for the company to continue making contact—i.e., whether customers (and revenues) still resided within this "dead list" and, if so, whether his attempts to reach those customers might give rise to more spam complaints against the company.

He began employing iPost's Customer Reengagement Email Program in late 2008 and took the following steps.

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Case Study: Reviving the Dead List to Grow Email Revenues

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ABOUT THE AUTHOR

Kimberly Smith is a freelance writer. Reach her via dtkgsmith@gmail.com.

LinkedIn: Kim Smith