CBSSports.com isi curata listele de emailing

CBSSports.com fostul CBSSportsline.com conduce un amplu proces de reconfirmare a preferintelor userilor pentru emailurile pe care le primesc… si conform Direct Magazine vorbim de cateva milioane de useri. In Romania un astfel de proces este inca de neconceput pentru multe companii.

“We were well aware of how our policies and practices were affecting the customer experience,” said Patrick Herde, vice president, product management and marketing, CBSSports. “That was a legacy business that reached its heyday in 2001 or 2002 when the broadcast e-mail mentality was at its height. What happened was that over time, the average consumer was on two or three or more of our lists.”

And because many people thought they were getting too much e-mail from CBSSports or they simply didn’t find communication from the company all that valuable, open and click rates were unacceptably low.The idea of re-opting in its e-mail files was “a pretty big cultural change internally,” said Herde. “The legacy culture internally was the old broadcast e-mail thinking. It took a lot of education internally and it’s still going on.”

However, e-mail deliverability issues also helped spur change. “Historically, we’ve had challenges in that area,” Herde said.

“If I’ve got a list of 500,000 people and get an open rate of 20%, that’s a hell of a lot better than having a list of 5 million, getting a 5% open rate and pissing off the other 95%,” said Yorra. 

“A lot of our customers [advertisers] want to send a standalone e-mail to a big list with a nice big picture in it of whatever they’re offering,” said Yorra. “In giving our customers [e-mail subscribers] the types of e-mail they want when they want it, we’re trying to convey to the advertisers that it is ultimately going to result in a better performance. Since they want to receive the e-mails, they’re going to open them and have a positive association with the ad.”