From 2012-2014, S4A’s email database more than doubled, revenue also grew by 100% annually. S4A’s unsubscription rate hovered around 0.15% annually. With an increasing database, the aggregate amount of unsubscribes was growing by the tens-of-thousands.
Aggregate data of unsubscribes from 2012-14:
2012: 96,000 unsubscribes
2013: 145,000 unsubscribes
2014: 175,000 unsubscribes (0.15% unsubscribe rate)
Although revenue was growing two-fold annually, many customers were lost to unsubscription. Although some of these customers continued to buy, they were purchasing at a much lower rate than those active on the email list. S4A looked for a solution to salvage the revenue lost. Simply emailing unsubscribers to return is optimal, but cannot be done by law. SellUP took on the challenge of reactivating the unsubscribed accounts to increase S4A’s email revenue.