Challenge:

CengageBrain tasked Den Aviary with evaluating their existing email program potential and helping to solve ongoing deliverability challenges.

Solution:

Prior to CengageBrain’s busiest campaign season, Den Aviary implemented an extensive multivariate test in conjunction with an analysis project to determine a segmentation and communication strategy for their program going forward. We were then retained by the client to build out the program, including automation of data into ExactTarget, triggered awareness and cross-sell campaigns, re-engagement programs and a more efficient process for ad-hoc sends. 

CengageBrain’s existing and targeted customer base consisted of mainly .edu and what appeared to be private domain addresses. Due to high bounce and complaint rates, Den Aviary implemented a resting strategy that included MX record requests to determine the receiving server prior to send. This allowed for a more robust and comprehensive resting solution. 

Result:

Following the test and analysis of the Back to School campaign, Den Aviary designed and implemented an automated awareness and re-engagement message flow that has doubled open rates on promotional campaigns leading up to their Fall Back to School program. 

The resting strategy implemented by Den Aviary, in conjunction with the re-engagement program, has increased average delivery rates from 85% to 98%.