MarketingSherpa Video Archive

Getting off the Blacklist: How a publishing company cleaned and optimized its database to increase online revenue 8%

Laz Tyrekidis, Digital Marketing and Audience Director, Metropolis International

The blacklist is every email marketer's worst nightmare.

In this quick takeaway session, Laz Tyrekidis, Digital Marketing and Audience Director, Metropolis International, shares how his team overcame the biggest obstacle to the company’s success — a deliverability blacklist that resulted in no email marketing activity or online revenue through this channel for two months.

Tyrekidis set out to ensure email deliverability, optimize the email database and enhance online performance across all 24 B2B brands. 

He set up a plan featuring six action points that would help Metropolis achieve a healthy email marketing strategy: 

  • Cleanse invalid contacts
  • Re-engage inactive contacts
  • Segment lists
  • Redevelop email templates
  • Optimize for mobile and tablet devices
  • Review email campaign content and scheduling

You’ll learn how his team cleaned the database of invalid records and re-engaged inactive users on the way to increasing traffic coming from email campaigns into the brand's websites by 90% and increasing online revenue by 8% compared to the previous year.

“Think about your audience. Just see what your audience wants to receive from you. It’s very important to know what they need from you,” he said.

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