Bass Pro Shops, a retailer for hunting, fishing, camping and other outdoor recreation merchandise, needed a way to intelligently interact with lapsed email subscribers in order to win back their business. To distinguish between truly inactive email addresses and subscribers who were simply not interacting with the brand, Bass Pro joined Experian Marketing Services' Email Insights cooperative, a service that helps marketers discover deeper customer insights from participating members. By overlaying global email activity data onto its current customer files, Bass Pro could maintain its positive sender reputation by avoiding truly inactive email addresses.
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