One of the key ways pch.com drives traffic to its website and maintains a relationship with its users is by sending email invitations. These email invitations encourage new visitors and subscribers to enter sweepstakes and review value based magazine subscriptions and merchandise offers online. While their user base is very engaged, they need to be reminded of pch.com offerings in order to drive revenue for their program. Otherwise, they may forget to return to the website.
As a result, email is an important revenue driver for their business so they are focused on maximizing deliverability for optimum response. While pch.com had near 100 percent deliverability and regularly achieved 20-30 percent click through rates, they wondered if there was some way to increase their response levels, particularly at Hotmail. Hotmail makes up a healthy 17 percent of their list which represents many millions of users. Therefore, even a small bump in response could greatly impact their bottom line.