The Saturday Evening Post

Problem

The Saturday Evening Post, while having a large number of print subscribers, was only deploying  to a small number of email newsletter subscribers. They wished to add free-will email subscribers without damaging their delivery rates, while remaining CAN-SPAM compliant.

Solution

Allora Media ran The Saturday Evening Post print subscriber file through an e-append process, pulling records at both the individual and household level. A permission pass message was sent to each new email address to gather interested subscribers, and provided an opt-out file while cleaning out any remaining invalid data.

Allora Media also migrated The Saturday Evening Post to a new, more robust email platform. With the addition of a delivery team, the Post was able to move their email marketing operation while maintaining their reputation and inbox deliverability. The Post was also given their own set of  IP addresses to deploy on, and a warm-up process was developed an implemented.

Results

After the e-append and permission pass processes, The Saturday Evening Post added over 55,000 email newsletter subscribers. As of August 2011, their message delivery rate holding steady at over 99%, with open rates on the rise.