How One Mailer Switched to E-Mail and Thrived
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Jodi Baier
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* scrutinized the results to confirm general accuracy;
* maintained the results separately from its housefile;
* slowly sent messages to the appended e-mail addresses in a two-step approach:
- dedicated offer to MFA retail Web site (special offer for appended results only); and
- standard offer to MFA retail Web site (same offer as housefile);
* messaged appended e-mails carefully, specifically not to personalize household append results; and
* conducted quarterly append reruns to capitalize on added data sources.
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- Companies:
- FreshAddress
- Museum of Fine Arts, Boston
- Places:
- Boston
- New Orleans
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