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Case Study: Reviving the Dead List to Grow Email Revenues

by Kimberly Smith  |  
June 30, 2009

Company: Perricone MD
Contact: Neil Kjeldsen, vice-president of e-commerce
Location: Meriden, CT
Industry: Retail, Skin care
Annual revenue: Confidential
Number of employees: 70

Quick Read

Email-marketing performance remains strong, according to industry reports. And is it any wonder, considering these campaigns target recipients who have explicitly asked to receive communications and hear your spiel?

But those who opt in are not guaranteed loyalists; they have expectations surrounding types of messaging and frequency that must be respected if an email program is to be successful. And since we're talking about people, it's safe to say that there's a range of expectations residing within any given list—i.e., the same message and frequency isn't going to keep everyone engaged.

When Neil Kjeldsen took over management of Perricone MD's email marketing program, he quickly saw that this kind of reasoning had been ignored and the program was suffering as a result. One clue: a significant "dead list" of opt-ins who had completely stopped responding to the company's email communications.

Rather than abandon these leads, he chose to separate them and target them with more aggressively priced offers on a weekly basis. Within weeks, the company started to generate new revenue from this segment, and continues to do so.


Perricone MD is the provider of advanced skincare solutions developed by Dr. Nicholas Perricone, MD, FACN.

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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