StubHub sees dramatic 2,500% revenue lift in e-mail test

Share this content:

For online ticket retailer StubHub combining recommendations with its personalized e-mail program had a dramatic effect on a test mailing.

In fact, the test mailing, that sent follow up e-mails to people who had visited the StubHub site, saw a 2,500% lift on revenue per e-mail sent compared with an average StubHub e-mail campaign.

“We contacted users who were already in the purchase cycle, and are ready to buy, and sent them highly targeted e-mails,” said Elizabeth Nakamoto, lead business architect at StubHub. “It's the right time, it's the right message and it's the right audience.”

The test was done after StubHub's e-mail service provider Responsys integrated its Interact(r) e-mail tool with Omniture Recommendations. The way it works is that within StubHub's e-mail program, they can dynamically insert product recommendations into their e-mail marketing campaigns.

“With this integration, we are able to have a whole new class of campaigns,” said John Berkley, VP, product marketing and new business, at Responsys. “We are driving very relevant content and sending it to a very specific group of people.”

Due to the success of this test e-mail, StubHub plans to do more with the Responsys/Omniture integration.

“We're going to blow it out,” added Nakamoto. “This was one small test to see how the implementation works, and we had amazing results. Now we are going to roll it out to the rest of our users.”


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above