StubHub increases sales through improving e-mail deliverability
Online ticket marketplace StubHub has begun sending CertifiedEmail in a move to help increase its deliverability rate.
The online ticket marketer was having problems with delivery to AOL e-mail addresses. Even though the firm regularly cleanses its list through its e-mail service provider Responsys, the firm still had issues with bounces.
“We were having issues with spam complaints and bounces in deliverability, and we wanted to get through to our customers so we decided to test sending CertifiedMail against our regular mailing,” said Albert Lee, e-mail marketing manager at StubHub.
The ticket seller sends biweekly newsletters to people all over the country based on their preference. There are region- and music preference-based newsletters that include information about tickets for sporting events, concerts, stage shows and other entertainment events.
Since it began using Goodmail's e-mail delivery service, StubHub reports a 17% increase in ticket orders, a 16% increase in click-through rates and a 36% lift in ticket sales directly attributable to e-mail.