Its reported acquisition of mobile point-of-sale service provider GoPago points in that direction. GoPago would give Amazon the technology to compete with other players ...
National Geographic boosts lists size with tools from CheetahMail
The size of National Geographic’s 13 e-mail lists – including an event and offer alert from its online store -- are up anywhere from 13% to 115% since it implemented services from the e-mail provider last August. Click-through rates are up, too.
National Geographic has seen the size of its e-mail lists climb anywhere from 13% to as high as 115% for its 13 e-mail lists since implementing the e-mail marketing services of CheetahMail last August. National Geographic switched from another e-mail services provider in an effort to get a higher level of reporting on e-mail performance, clean up its lists, and make its e-mail program a ore streamlined process, says a spokeswoman.
National Geographic`s lists include weekly, monthly or twice-monthly newsletters on topics such as photography as well as an event and offer alert from its online store. Because it uses e-mail as a way to build customer and subscriber relationships, National Geographic also uses it market local events it sponsors. Based on the zip code they supply, visitors who opt-in to receive get e-mail on local events sponsored by the organization; one recent e-mail program invited recipients to see National Geographic explorers in local appearances, for example.
List-cleaning measures implemented by CheetahMail included a clearer opt-in process to receive newsletters – information collected voluntarily on NG.com, at its customer service call center, and at its online store. List size has grown in part because of tools the e-mail services provider has put into product managers’ hands that supply better reporting, which allows them to see who is subscribing, who’s unsubscribing, open, click-through and bounce rates, according to the spokeswoman. That information has provided them with better guidance on how to manage e-mail communication and e-mail messaging for better results, such as indicating whether to consider testing another e-mail subject line or offer, for example.
Another recent improvement to National Geogrpahic’s e-mail program has been in developing HTML for the few newsletters that still weren’t using it. Open rates across its e-mail lists are 28% to 30%, about steady with when it implemented CheetahMail’s program in August, but the lists have grown steadily, and click through rates, now in the range of 22% to 25%, also are up since last year, the spokeswoman says. Because of the content its e-mails provide and the care it has taken to clean up its lists, the unsubscribe rate across the board is low; only about 3%.