Client AddThis Shares Deliverability Success Story

The following blog post originally appeared on September 29 and comes to us from Listrak client AddThis. Stay tuned for more! 

How We Increased Our Email Deliverability from 50% to 99%


Email is an essential part of how we, at AddThis, communicate value to our community. One of the most difficult challenges we were facing was that over half of our emails were not being delivered to our subscribers. Among many things we did, one of the most important steps we took was cleaning our list—a practice you should consider doing regularly.

Cleaning Our List is a Must

I knew list hygiene was important, but I didn’t know how important. In one sense, repeatedly sending emails to invalid addresses or (even worse) spamtraps can hurt your IP’s reputation, which can lead to a worsened reputation and deliverability lowering. In the end, your emails may not be reaching as many inboxes as you wish.

Deliverability is a big game, especially as your email list grows. The bigger your list gets, the more you have to pay attention to these details to keep your deliverability high. Not all the emails you send will necessarily arrive in the individual’s inbox.

Over a year ago, we had an approximate 50% deliverability rate—yep, that means about half of our emails weren’t making it to the inbox. And that sucked. What’s worse is if you’re using a third party (which most people do), you’re paying for the emails sent—not the ones being delivered. I’ll let you do the math on that one.

So I can’t stress enough how important it is to keep your list nice and tidy. To start, we hired an independent company to clean up our list, ridding it of any obvious invalid addresses and hard bounces, without having to experiment under our own IP.

We also knew that doing this every so often would be a nightmare, and not cost-effective, so it was important to have an email service provider that has the ability to keep lists clean as a basic feature for all customers. This means it automatically unsubscribes hard bounces, soft bounces (after a set amount of time), and those who manually unsubscribe from the list.

We’re not in the perfect state yet; we’re still learning how to best maximize our campaign sends and messaging. But as we learn interesting nuggets, we’ll be sharing them with you to help you in your own campaigns.

Are there any other tips you’ve learned in your own email campaigns?

Key Takeways: OTA Academy’s 2014 Email Unsubscribe Best Practices and Audit Webinar


Today the Online Trust Alliance Academy presented 2014 Email Unsubscribe Best Practices and Audit. During the hour-long webinar, OTA Exeuctive Director Craig Spiezle was joined by Listrak Chief Privacy Officer James Koons and Innovyx CEO Derek Harding to talk about unsubscribe best practices beyond CAN SPAM and CASL compliance, as well as the results of OTA’s audit of the unsubscribe practices of leading eCommerce merchants. 

Below is some of the information that was shared: 

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Halloween hitting my inbox

Donna Fulmer

Last week it was reported that retailers will begin promoting the holidays even earlier this year, and judging by my inbox, that includes Halloween, too. It’s not even October, and this is what I’ve begun to see: 

On 9/19, with the (Halloween-less) subject line Smart HDTVs from $368 and more super savings,Walmart sneaked in its first mention by featuring this at the very bottom of the email below.



One week later, on 9/26, Halloween made its way to the top of the email (with the same creative as above) and into the subject line Get spooky with it - from $2.50!


Also on 9/26, Pick Your Plum sent this creative email with the subject line Get Your Spooky On! 


And on the same day, this one, with the more curious subject line Bone Up - 69% off!




Then on 9/28, I received this from Listrak client Naturopathica with the simple subject line Treat Yourself. To be honest, I’m not 100% sure that it’s a reference to Halloween, but I would not be surprised, as it is in line with the understated, elegant style that is this merchant’s trademark. 


On the same day, I was a bit surprised to receive this from ideel with the unbelievably long subject line Holiday Preview, Cosabella Up to 70% Off, Kenneth Cole, Dresses Under $30, Structed Shoes & Accessories, Chelsea Crew, Jack Spade Tory Burch, and more

It seems that ideel, which previously dropped the “i” from the end of its name, may have decided to drop Halloween this year, too … 


What are you seeing that’s interesting in your inbox? 

Press Release: Listrak Becomes Magento Gold Technology Partner

September, 2014 - Listrak, an innovator of omnichannel digital marketing solutions for retailers, was recently named a Magento Gold Technology Partner. Magento, an eBay Enterprise company, serves more than 240,000 merchants worldwide and is the leading ecommerce platform for fast growing retailers in the Internet Retailer 500.  Magento also powers 26 percent of all ecommerce sites in the Alexa one million sites list; more than any other e-commerce platform.  

Listrak has partnered with Magento since the company’s inception in 2008 and has built a reputation for having a solid and easy integration with the Magento platform. Prior to become a Gold Technology Partner in July, Listrak had been a Magento Silver Technology Partner for three years.

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We’re making our way up the list!

We’d like to share the great news that Listrak was recently named #4 on the Central Penn Business Journal list of Top 50 Fastest Growing Companies in the Region. It is our fourth time on the list and first time being in the top five. Previously we held spots 47, 40 and 39.

It’s quite an achievement and a testament to the hard work and dedication of each member of our Listrak family!   

Take a look at the entire list.

Key Takeaways from the webinar Season’s Best: Proven Email Strategies to Ensure a Profitable Holiday Season


Today we presented another webinar in our holiday series featuring Listrak Customer Relationship Manager Kaye Peloquin and special guest Sucharita Mulpuru, vice president and principal analyst with Forrester Research.

Below are some key takeaways that were tweeted during the presentation. A link to the webinar on-demand will be posted shortly.  

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Email Treats for Halloween

For retailers, Halloween might be called the unofficial first “holiday” of the holiday season. But what if you don’t sell costumes, candy or seasonal decor? With a little creativity you can still take part in the fun, delight your customers and bring in some revenue: 

No costumes? No worries! In this creative promotion, Aerie urges the shopper to be her “boo-tiful self” and sets the percentage off and timing of the sale to match the date.


Rather than relying on “scare-city,” Lands’ End gets shoppers’ attention with a big BOO! and then treats them to a promotion that continues for days after jack-o-lantern candles have gone out.


In another great example of “No costumes? No worries!” AEO merchandises outfits that eerily resemble some well-known spooky characters.

Although they likely don’t have caramel apples or candy corn on the menu, On the Border still finds a way to get in on the Halloween action with this genius promotion. 


We love how Little Caesars uses reverse psychology to “frighten” visitors into subscribing. Just think how many busy parents are looking for a quick and convenient dinner to serve before their little goblins hit the streets. 


And finally, AC Moore simply uses the occasion as a reason to reach out to subscribers with nothing more than well wishes, which is sometimes just the perfect treat. 


For some additional tricks, check out this post from SEO PowerSuite. 

Ross Kramer explores The Beauty of Browse Data in an article for Multichannel Merchant

Today, Multichannel Merchant published an article penned by Listrak CEO Ross Kramer that explores a few of the many uses for browse data.The opportunities he outlines include:

- Triggered remarketing campaigns

- Marketing emails

-  Back in stock alerts 

- List segmentation

You can read the article here and find out even more details in Listrak’s latest whitepaper, Bringing Browsers Back: How to use Browse Data to Create Personalized Recommendations.