Dice increased deliverability to 95%: DMA panel

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Job services Web site Dice.com increased its e-mail deliverability using Message Systems' e-mail marketing platform to centralize its e-mail platform and collect data on its mailing practices, according to a presentation Tuesday at the DMA 07 Conference & Exhibition in Chicago.

In the session, titled Case Study: How Dice Consistently Achieves 95% E-mail Deliverability, the job services firm spoke about increasing deliverability to 95% through centralization and reputation.

Dice sends 1 million messages a day to alert users of new job offers that match their needs. It wanted to increase deliverability; however, it was challenged because it was sending from 15 mail servers, each with a different location. Before partnering with Message Systems, Dice could not track deliverability, resolve bounced e-mails or handle high e-mail volumes.

"We were challenged by mailing from so many different locations," said Ed O'Neill, VP of technical services at Dice Inc. "Now, when we have problems, we know about them right away, so not only do we maintain our deliverability, we can identify [a problem] quickly, pull it down and get it corrected."

Message Systems helped Dice bolster its reputation by centralizing its mailings and using Domain Keys and Sender ID authentication tools. In addition, the Message Systems platform includes the monitoring services of Return Path and Habeas, as well as their own bounce monitoring technology. After this "bounce scrubbing" process, Dice saw a 5% lift on transactional messages and a 10% lift on marketing messages, ending up with a total of 95% e-mail deliverability.

"Reputation is critical to a successful e-mail program. It is the lifeblood of how you are perceived on the outside," said Barry Abel, VP of field operations at Message Systems.

According to O'Neill, Dice's new sending platform has lowered operating costs through server consolidation, created more reliable communication with customers and is expected to save the company $1 million over the next three years.

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