Focus on Subscriber Preferences Results in Huge Improvements
for DG International

Industry: Online Dating

Product: Return Path Professional Services

Challenges

DG International operates a leading adult dating site with over 15 million members worldwide. The company uses email for triggered messages related to subscriber profile activity. These highly relevant, real-time alerts are expected and wanted by most subscribers. Nonetheless, these transactional messages tended to generate high numbers of complaints and unsubscribe requests. Consistent member engagement via email is central to the long-term success of their online business and the DG International team knew that a high complaint rate combined with a high unsubscribe rate put their deliverability and ROI at risk.

Solution

DG International decided to take a proactive approach by engaging the Return Path Professional Services organization to identify root causes of their subscriber complaints. Return Path began by conducting a comprehensive review of the DG International email program from the perspective of their subscribers. This involved examining the messaging strategy across the subscriber lifecycle from acquisition to conversion and engagement to win-back. The assessment was then evaluated in the context of industry standards and best practices. Return Path quickly discovered that message frequency and volume (some subscribers received upwards of 70 messages per day!) were causing the complaints and unsubscribe requests. The Return Path experts then recommended that DG International consolidate all the various alerts into a "daily digest" for their overwhelmed subscribers.

Results

DG International implemented this recommendation by offering subscribers the daily digest option through their preference center. Today, subscribers may opt-in in for the once per day email as an alternative to the real-time alerts. Excellent results were immediate with daily digest open rates skyrocketing by 30% as compared to the triggered notifications. Even more impressive, complaints decreased by 30% and unsubscribe requests dropped by half! This approach has laid a solid foundation for long-term success as the daily digest subscribers are proving to be the most engaged customer segment.

Customer Feedback

"The Return Path team understood our business and provided expert advice to improve our inbox delivery and response rates. Their realistic and actionable recommendations helped us to achieve positive and measurable results within a short timeframe."

- Sven Breunig, DG International