MediaOne took over an account with a high number of email records but they were getting very low open and click rates.
MediaOne audited the list and found that well over 50% of people haven’t opened an email in over 12 months. The list was split into two groups, one with recent openers, the other were tabled into inactive list. On top of that, we began testing multiple things from day, time of day, subject lines and more. Our main test has been a subject line test with a test going out on day 1 then the winning subject line winning and going out day 2.
Open rates almost immediately jumped from less than 8% to 18% with clicks going up 85%. Since then, the list has grown along with opens and clicks. The latest email having a record 13,000+ clicks to the site after averaging around 2,000 most months the year before.