Case Study: Cabela’s achieves ROI in under two weeks with Experian Data Quality email cleansing

Cabela’s® realized return on investment through email batch cleansing within weeks

Cabela’s, a multi-channel outdoor retailer with 29 destination stores and a leading e-commerce site, had accumulated a large pool of suspected “bad” email addresses over a decade. Because bounced addresses were broadly excluded from marketing without distinguishing hard vs. soft bounces, many opt-in subscribers may have been missing from weekly email campaigns and Cabela’s wanted to verify which addresses were truly invalid.

Cabela’s engaged Experian Data Quality for a batch email cleansing that checked syntax, username/domain rules, known-bad lists and mailbox existence where possible. After sending their file, Cabela’s received a cleaned list, unflagged and reactivated a sizable portion of addresses, tested them in campaigns and realized a return on investment in under two weeks—restoring reach and improving email marketing effectiveness.

Cabela’s

Dean Wynkoop

Manager, Data Management