Context
At the agency I managed digital projects for clients including El Corte Inglés and AMC Networks. An entertainment and streaming client on User.com had a high share of its database in spam, and it was putting the account at risk.
The problem
The easy reading was lost interest. The better question was whether those people even saw the emails, because then the problem was infrastructure, not content.
What I did
- Designed a hook email that sold nothing and only generated curiosity.
- Offered a real instant prize using merchandise left over from the client's past events.
- Built the mechanic so the CTA only worked once the email left spam, which marked the sender as trusted.
The lesson
Before you accept the easy diagnosis, ask the base why it doesn't respond.
Read the full story: The dead database: the elephant in every CRM team's room
