The eyewear giant had “dropped off the map" in email marketing, says exec.
Standing out in the immensely crowded field of email marketing has become a renewed priority for Luxottica, according to the executive in charge of the effort. “Email is an essential part of our mix,” says Ryan McGuire, “but we found ourselves in ‘Gmail Jail’ in the early part of 2014. We had tried throttling our sends and trimming our lists, but we had dropped off the map.” He tells the Business2Community website: “Even though we were sending to people who had opened within the previous six months, rebuilding our reputation meant we needed to restrict it to those who had opened in the previous 14 days. We’re now at 90 days, but it took a year to get there.”