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:
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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