January 26, 2011, 4:06 PM

An online betting company scores with better e-mails

Intertops.com cleans up its e-mail mailing list and adds personalized subject lines.

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Cleaning up its e-mail database and tweaking its e-mail marketing campaigns has helped Intertops.com, an online sports betting company, ensure that its digital messages are read by more consumers.

Intertops hired e-mail marketing technology vendor Silverpop Systems Inc. to improve its e-mail marketing system. A top priority was cleaning up a database that contained hundreds of thousands of e-mail addresses; some of the contact information was more than 10 years old and many of the addresses were inaccurate.

 The company eventually reduced its e-mail list size 75%. In doing so it boosted its deliverability rate to 96%.

“Intertops not frequently communicates with a smaller number of more active customers, and its deliverability rates have doubled,” Silverpop says in a report.

Narrowing down the e-mail list to customers who were more likely to be interested in Intertops’ services also enabled the company to better lure those consumers with e-mail incentives. The company included special offers in newsletter or e-mails at least once every other month and also personalized its e-mail subject lines. Open rates for English-language e-mails increased 17% while open rates for German-language e-mails increased 38%. Intertops operates in 180 countries, according to Silverpop, although it only offers German and English language options.

Intertops also used e-mail to better promote new services. When it launched a new casino, for instance, Intertops embarked on a marketing campaign that included a welcome e-mail to potential customers complete with an offer for players and a personalized subject line. The company then sent two follow-up e-mails that reminded potential players of the bonus.  One reminder was sent a week after the first message, while the other arrived 30 days later. Recipients opened the e-mails at a rate twice as high as normal.

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