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URL: http://www.aat.org.uk/
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Key Industries:
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Key Sectors:
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e-mail marketing
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Optimisation
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AAT
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Brief
AAT operates a wide-ranging email marketing program that presently embraces now fewer than 17 different departments.
Although AAT’s email addresses are fully opted-in, and only used for AAT’s own internal purposes, the wide range of different functions using these addresses. And the data quality issues created as a result posed serious challenges.
Strategy
The fact that AAT requires its members to supply their email addresses in order to fulfil the programs that it offers, means that the affinity of its recipients is unusually high.
This made it a good candidate for Sender Score accreditation, and the initial application was signed off by Return Path with only minor alterations out to AAT’s email marketing program.
Execution
Accreditation at this level immediately confers the following benefits:
• Improved email deliverability.
• Automatic image enablement for Hotmail.
• Reduced throttling.
Results
Since accreditation a comparative evaluation comparing AAT’s average email metrics for the period preceding accreditation with those for the 3-month period following accreditation has shown:
• Average open rates have increased from 30.8% to 40.0%, an uplift of 29.9%!
• Average click-through rates have increased from 9.2% to 11.9%, an uplift of 29.3%!
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