Case Study: How Successories.com Found Success With a B-to-B Email Append Service
Problem: Successories.com, a maker of specialty products and services with a focus on motivation and inspiration, wanted to enhance its customer database with email addresses in an effort to reach out to customers via less expensive email campaigns.
Solution: Successories chose a B-to-B email append service, whereby email addresses were attached to existing postal address files, to grow its email database in an efficient and cost-effective manner.
Results: The B-to-B email append service has allowed Successories to re-engage customers who were previously underserved due to the high costs of other communication channels.
Although Successories.com had a large and deep B-to-B customer file, its database contained very few email addresses. Looking to reconnect with former customers via email, Successories.com realized it needed to enhance its file with email addresses. The new email addresses would be used not only for future promotional email campaigns, but also to facilitate transaction confirmations and multichannel marketing initiatives.
Successories.com decided that a B-to-B email append service, whereby email addresses are attached to existing postal address files, would be the optimal way to grow its email database in an efficient and cost-effective manner.
After an extensive screening process, Successories.com selected FreshAddress to perform the append. As an integral part of its service, FreshAddress deploys a confirmation email to all matches on behalf of its clients to confirm deliverability of the new email addresses and ensure permission.
In August 2009, Successories submitted its B-to-B postal database to FreshAddress with the expectation of an 8 percent to 12 percent match rate, and clickthrough and open rates resulting in an average order value (AOV) of 50 percent of its existing customers’ AOV.
FreshAddress’ B-to-B append service surpassed Successories.com’s expectations, however. Upon completion of the service, Successories.com had a more than 20 percent match rate of guaranteed deliverable email addresses returned.