Thrillist

Industry: Online Publishing

Headquartered in New York City, Thrillist.com is a free, subscription-based email newsletter and website that caters to male, urban professionals in their twenties and thirties. Each weekday, Thrillist delivers must-have recommendations on food, style, entertainment, gear and much more to 1.65 million subscribers across 15 major metropolitan areas.

The Problem

With a subscriber base that nearly tripled in 2009, Thrillist had clearly latched onto the right formula for reaching this lucrative but hard-to-target audience. But crucial to their business model and continued growth was Thrillist's ability to ensure that their messages actually reached subscribers, and did so in a timely manner. The popular message transfer agent (MTA) that Thrillist had originally used to manage overall email operations could no longer handle the load and offered no way to pinpoint and resolve critical deliverability issues. As Thrillist continued to attract subscribers, deliverability issues and operational costs soared because of shared servers, shared IP addresses and volume charges from its service providers.

The Solution

To support the company's rapid growth and reverse the escalating expense of a volume-based cost structure, Thrillist needed a highly customizable, cost-effective message management solution that could ensure maximum deliverability, adapt to evolving ISP requirements and scale easily to accommodate future needs. Momentum's unlimited scalability and efficient application integration, combined with the simplicity and control of centralized management, made the decision clear.

The Results

• Thrillist enhanced the customer experience and overall brand loyalty because Momentum now gets messages to the inbox on time. Whether it's a new restaurant, bar, gadget or store, subscribers are sure to receive the daily recommendations they want, precisely when they're the most relevant.
• With Momentum, Thrillist can easily manage its sending reputation, and see when and where email is delivered to quickly resolve any issues.
• Thrillist can now align its email operations with ISP preferences to protect the brand and ensure timely message delivery.