Overstock.com’s Geoff Atkinson on CertifiedEmail Delivery
For most e-mail marketers, getting campaigns delivered to their intended recipients has become more difficult as ISPs have stepped up their efforts to filter out spam. Increasingly, these efforts include disabling links and images as a security precaution against phishing and other e-mail-based fraud. To ensure its messages reach its customers intact, Overstock.com, an online closeout retailer based in Salt Lake City, signed up to be the first marketer to test Goodmail’s CertifiedEmail service. This service enables accredited senders such as Overstock.com to imprint their e-mail marketing messages with a secure token recognized by participating ISPs and mailbox providers such as AOL and Yahoo! and guarantees these e-mails are delivered intact.
Overstock.com went live with the service on May 4. In a month-long test of five distinct e-mail marketing campaigns sent to a customer list split between those receiving CertifiedEmail messages and those receiving non-certified e-mail, the CertifiedEmail customers received the full brand experience on every e-mail, with images intact. This group also showed a boost of 18 percent in clickthrough rates and a 22 percent increase in revenue generated per e-mail. Overstock’s Director of E-mail and Web Site Marketing Geoff Atkinson spoke with Target Marketing about the company’s experience with Goodmail’s CertifiedEmail Service.
Target Marketing: Why did you decide to test Goodmail’s CertifiedEmail service?
Geoff Atkinson: The main reason we decided to partner up with [Goodmail] is that we saw it as an opportunity for us to expand our e-mail program. We didn’t look at [Goodmail’s CertifiedEmail] as a threat to e-mail marketing. We sort of looked at it as an opportunity, and we wanted to get in early and test it out [to] see what the actual results [would be].
We’re continuously testing at this point and figuring out exactly who we want to roll this out to—trying to establish who this [service] really works for. Right now, we’re just using it for our marketing e-mails, but one thing we plan on testing in the future are the operational e-mails—the ship confirms, order confirms, etc.