• by Gavin O'Malley , Staff Writer @mp_gavin, June 6, 2016

Angie’s List is undergoing some major changes. In order to boost traffic -- and reduce a 90% bounce rate -- the site plans to offer a free version of its local business review service, this summer.

But, email will continue to play a big role in the company’s marketing strategy, according to Allysson Reagan, Director CRM and Email Marketing at Angie’s List.

“Our marketing department just realigned to pull traffic into the Web site, but email still touches every aspect of the lifecycle,” Reagan told attendees of MediaPost’s Email Insider Summit, on Monday. “Email is definitely a core piece of our marketing.”

Among other integrations, “I work very closely with our display team, and we’ve taken all of our segmentation that we use within email and all of our email addresses and then we’ve given that to our display team to actually go back and market previous members, current members, and non members,” Reagan explained.

That’s “because we have some individuals that will come to Angie’s List for a need right then and there … They might not come back right away … They might not have a need to come back.”

At the moment, Angie’s List has about 3 million paid members, along with the emails of between 9 million to 10 million non-members.

Annually, the site also attracted about 100 million unique visitors, but by lowering its paywall for some services, it hopes to drastically increase this number.