SOURCE: Delivra


May 25, 2010 06:15 ET

American Le Mans Series Revs Up Email With Delivra

INDIANAPOLIS, IN--(Marketwire - May 25, 2010) -  When the American Le Mans Series stopped in Long Beach, Calif., May 21-23, the race's email campaigns delivered conversion-to-sales rates that were two to three times higher and open rates 15 percent higher than last year's campaigns, thanks to the assistance of email service provider (ESP) Delivra (

The American Le Mans Series is a sports car racing series based in the United States and Canada, consisting of a series of endurance and sprint races. To keep in touch with fans, sponsors and sports media, American Le Mans Public Relations Director and Website Editor Ryan Smith uses email as his tool of choice.

Smith's email program wasn't always on the fast track. Before partnering with Delivra, Smith was frustrated with his sputtering email program. He found that although interest in the sport was growing, his email list was shrinking. One list of 2,000 fans and media contacts had dropped to just 800 members, and his ESP couldn't provide any insight into why this was happening.

"We were getting some hard bounces, but we never found out the reason for the bounces," said Smith. "We wanted to know if we were being blocked by Internet service providers (ISPs) or if there were other causes. However, the reason for the bounces was never identified or fixed by our ESP."

Smith set out to rebuild his list from scratch. When he did, he found that nearly all fans that were dropped from the list said they did not unsubscribe; they just stopped receiving emails.

"When American Le Mans Series came to Delivra, they wanted us to guarantee deliverability to their constituents," said Neil Berman, president and CEO of Delivra. "They needed to get back in touch with their audience."

Delivra started by cleansing a large opt-in list built through a website form and through sign ups at various events, which included media, fans and other constituents. Then Delivra's full-time staff, dedicated to email delivery assurance, made sure that the emails made it to the inboxes of the intended recipients.

Today, the American Le Mans list is segmented into two lists: a list of 1,900 media contacts and a merchandising list of 27,000 contacts. Now Smith sends targeted emails to media interested in receiving race results and other information, while those on the merchandising list -- including fans, sponsors and marketing partners -- receive all race related emails, plus emails selling souvenirs, apparel and programs.

Just months after working with Delivra, American Le Mans' email program is in the fast lane. American Le Mans is experiencing email conversion-to-sales rates that are two to three times higher than its previous campaigns. In addition, open rates are typically 15 percent or higher, bounce rates dropped to just .1 percent and roughly 3 percent of all emails are forwarded to friends. 

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About Delivra
Delivra offers permission-based email marketing software and personalized services at an attractive price. Delivra has clients nationwide of all sizes and in all major industries including Del Monte, American Legion, National Geographic, Butler University, US Rowing, Harris Connect and Samsung. Founded in 1999, Delivra is privately held and is headquartered in Indianapolis. For more information, visit

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