Case Study: MyLife.com saves on acquisition costs with FreshAddress's ECOA service

How Mylife.com Saves on Acquisition costs Freshaddress's Patented ECOA Service

MyLife.com, an online hub for managing personal information and reconnecting with people, faced the challenge of high customer acquisition costs and subscriber churn due to users changing their email addresses. Losing these registered users was a serious business concern, as the company had invested significantly in acquiring each one. To address this, they turned to FreshAddress and its patented Email Change of Address (ECOA) service.

FreshAddress's solution processed MyLife.com's list of bounced email addresses, correcting typos and matching them to its database to find new addresses. The vendor then managed the opt-in permission process on the company's behalf. This process typically recovered new addresses for 10-15% of the bounced users. The ROI was consistently positive, allowing MyLife.com to re-engage lapsed members at a fraction of the cost of reacquiring them as new customers.

MyLife.com

K.C. Brotherton

Vice President of Revenue, Search, and Data