From November 2007

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Gaining acceptance as a CertifiedEmail client seems to have a distinct upside because of the return on investment. “We have a 300 percent ROI guarantee,” Atlas says. “That is a testament to the kind of difference that CertifiedEmail makes.”

Goodmail began offering CertifiedEmail in May 2006. “Retail and online retail is our No. 1 vertical,” Atlas says, but the FBI, U.S. Department of Treasury, Centers for Disease Control and Prevention and 150 other federal, state and local government entities also are using CertifiedEmail in their communications with citizens.

Period of education
Based on preliminary tests from last fall, PETCO’s ROI was “well over 1,000 percent,” Lazarchic says. “Over time, as this program grows, those numbers will settle a bit lower, but for us it has meant a significant number of new customers – customers who had not been clicking through but who now go ahead.”

Lazarchic predicts a period of education and acceptance as consumers learn the meaning of Goodmail’s security token and the blue band.

PETCO, he says, prides itself “on running a conservative e-mail program. We quickly remove customers who want to unsubscribe; we are using e-mail addresses from our own sources; and we customize based on which newsletters people ask for.

“We want customers to think our messages are relevant to their experiences and interests,” Lazarchic says. “It is good corporate policy to partner with someone who reinforces the value of legitimate e-mails. Because there is so much garbage coming through, we need to support this effort to get the value of e-mails back to what it used to be.”

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