US-Based Clothing Brand
INTRODUCTION
Following list hygiene and compliant list managing principles, led to a highly engaged list and improved sending reputation. This increased the chances of our email reaching our recipient’s main inbox.
INDUSTRY: Fashion retail
A robust sender
reputation
Improved email
deliverability metrics
Engaged
subscribers
PROBLEMS THEY HAD:
The client faced poor KPI’s due to a large unmanaged email list. Our audit revealed the list hadn’t been actively maintained leading to an accumulation of invalid addresses, spam traps and disengaged subscribers.
Our client told us that one of the worst things they had experienced was spending time creating an engaging email and realising that it wasn’t reaching as many people as they wanted. List management and cleaning may not sound sexy, but they are crucial to creating highly engaged audiences and more sales. After the initial stress of sending fewer emails to improve deliverability, our client was relieved and satisfied that their email list was in good hands.
WHAT WE DID TO FIX IT:
To repair their sender reputation we cleaned the email list by filtering out profiles that showed no recent engagement. Continually sending emails to disengaged or fake addresses risks them being marked as spam, affecting deliverability for even active subscribers. We used an email validation tool to identify and remove suspect emails, exporting the list into a CSV for this process.
We then focused on highly engaged subscribers, targeting them with several campaigns to enhance email deliverability metrics. Following this, we initiated re-engagement campaigns for the broader list. Progress was gradual, but consistent improvements were observed over a few months. Rebuilding an email sending reputation demands ongoing effort with regular monitoring and adaptation to performance metrics, being key to maintaining a robust email reputation.
WHAT THE RESULTS WERE:
This strategic segmentation led to a marked improvement in our client’s email marketing metrics including higher open and click rates, better customer engagement and ultimately, a boost in sales conversions.
A few words from our client
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