A01 chaf6542 06 se fm indd

Bookings

Open rates

 Click‑  thru  rates

Delivery rates

+ 60%

+ 28.3%

+ 49.4%

+ 53.6%

Source: Adapted from Emailcenter (2008).

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Chapter 9  Customer relationship management

retention tool using an opt-in or 

house list

 of prospects and customers who have given per-

mission to an organisation to contact them. For example, Lastminute.com has built a house list 

of over 10 million prospects and customers across Europe. Successful email marketers adopt a 

strategic approach to email and develop a contact or touch strategy which plans the frequency 

and content of email communications (as explained in Chapters 4 and 6). For customer reten-

tion, a house list is built where email is used to communicate to existing customers.