20% of a major retailer’s CRM email file went dormant equating to slightly over 20 million records. The retailer knew that these individuals are transacting but the ESP would not deploy emails without an “open” within 12 months.
Drive sales by emailing these non-openers and measure both AOV and ROI to determine success.
Porch Group Media developed a program to coincide with their weekly CRM deployments using the same cadence and creative. Openers would be returned to the CRM email database as a result. However this was not the goal of the program.
The AOV, of the dormant email, was exactly the same as the CRM results of the same time frame. There was a 2.3 times ROI. Proving that just because a person does not “open” an email, doesn’t mean they won’t transact directly with the retailer. Program is in its 4th year running.