DRG

Overhauled DRG's email marketing strategy by fixing list mismanagement issues that were costing nearly $500/month and unlocking more efficient, branded outreach to over 45,000 contacts.

Smarter Email Strategy, Bigger Reach, Lower Costs

Challenge

Unorganized growth was driving up costs and hurting performance

DRG was paying more than necessary for their Mailchimp subscription due to list growth and outdated contact management practices. A high number of auto-generated email addresses, often created through MLS activity, led to a bounce rate of 6%. Without a clear segmentation system for buyers, sellers, and renters, it was also difficult to tailor messaging effectively or optimize campaign performance.

Results

Lower costs, higher engagement, and a smarter email strategy

DRG’s email infrastructure was overhauled by cleaning the list, removing invalid auto-generated contacts, and implementing a tagging system based on contact interest—buying, selling, or renting. The newsletter design was updated for improved readability and mobile responsiveness. These updates dropped the bounce rate from 6% to under 0.5%, reduced Mailchimp costs by nearly $500/month, and supported audience growth.