opt-in email marketing: strategy, implementation, and measurement - director, research & intelligence, inter@ctivate consulting group (sean dreilinger hypermedia resumé)

Opt-In Email Marketing
	strategy, implementation, and measurement
		Strategy: planned opt-in email marketing projects to bring subscribers back to visit special web content and draw new users and list subscribers via word-of-mouth.
		Implementation: installed, configured, maintained subscription electronic mail list services for public and private use, with circulation from 400 to 50,000 addresses per list. Coordinated upgrade of customer mail transport agents (MTAs) to prevent many forms of in-bound and relay spam attacks. Evaluated commercial options for database-driven direct email marketing.
		Initial experience with self-subscription mail lists revealed that over 25% of end-users enter their own email address incorrectly. Developed a real-time address validation tool to check MX records and offer interactive assistance to help make sure users provide valid email addresses at the moment they ask to join the list. Reduced the bounce rate on list broadcasts to
		Measurement: Developed cpu-friendly url tracking scheme to measure aggregate response to individual email message broadcasts. Early tests with a small 4,000 recipient list for the Zoological Society of San Diego achieved 35% reponse rate within 1 hour, over 250% response within 10 hours, and a sustained 5-fold increase in the rate at which new subscribers joined the society's email list.

References
Charles A Gillespie, IV	Jack Abbott, Jr.
VP, Special Projects Cyberworks, Inc. / Inland Entertainment Corp. 16868 Via Del Campo Court, Suite 200 San Diego, CA 92127 +1 (619) 716-2100 charles@cyberworks.net	President & CEO Inter@ctivate Consulting Group 2244b Carmel Valley Road Del Mar, Ca 92014 +1 (619) 793-4060 jack@interactivate.com