Novel way of grabbing names and then rejecting them
Latest posts | Feed | By Mark Brownlow
Here's an intriguing case study on Questia, a term-paper research site. Kind of unspectacular stuff on their email marketing program, but with a couple of novelties that jumped out of the page at me.
First, they eschew the ever unpopular popups to request newsletter signups, but go for a similar effect using intercept screens when someone browses the site.
Second, if a recipient signs up, he or she gets a welcome letter. No shock there. But if that welcome emails does not register an open, then they don't bother sending them the actual newsletter.
That's pretty drastic list pruning in action, but certainly ought to boost future open rates and responses. Interesting approach, anyway.
More case studies | Tags: email marketing, Questia, marketing case study
First, they eschew the ever unpopular popups to request newsletter signups, but go for a similar effect using intercept screens when someone browses the site.
Second, if a recipient signs up, he or she gets a welcome letter. No shock there. But if that welcome emails does not register an open, then they don't bother sending them the actual newsletter.
That's pretty drastic list pruning in action, but certainly ought to boost future open rates and responses. Interesting approach, anyway.
More case studies | Tags: email marketing, Questia, marketing case study
Permalink | March 05, 2007 |
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