Background
A leading Live Selling and Shopping Platform faced significant challenges with their domain reputation. Despite a solid opt-in database and diverse product offerings, low engagement rates threatened their domain standing and overall email performance.
Challenges
The platform was struggling with:
- Low domain reputation on Google Postmaster, causing emails to land in spam folders.
- High spam complaint rates, exceeding recommended thresholds and violating email service provider policies.
- Microsoft engagement results were low according to their email sending platform. And based on our tests emails were landing in the spam folder as well.
Process & Solutions
1. Data and Subscription Process Review
Lack of advanced segmentation resulted in broad, untargeted email sends. This led to a decline in domain reputation. Low engagement across providers signaled the need for refined targeting. Additionally, the spam complaint rate exceeded recommended thresholds and, in some cases, violated policy limits due to the untargeted nature of the campaigns.
Overall, engagement metrics were low across different providers like Gmail and Microsoft.
2. Cleaning up the Database Process
We also noticed that the client was getting hard bounces due to invalid addresses. Implementing Alfred enabled removal of invalid emails and domains, improving list quality significantly.
3. Setting up Segmentation and repairing the Domain reputation.
After cleaning, the refined data, including Alfred’s list scoring, was re-imported into the client’s sending platform. By combining high-scoring contacts with past engagement data, the client was able to send highly targeted campaigns, rebuilding trust and domain reputation.
Results
The combined efforts led to remarkable improvements in the company’s email program:
1. Improved Domain Reputation
Improved from Low to High on Google Postmaster.
2. Increased Engagement
Open rate for Gmail increased from 16% to 43%. And total open count increased 40% as well for Gmail.
Microsoft open rates increased from 10% to 37%
Yahoo/AOL open rates increased from 30% to 55%
3. Reduced Spam Rate
By sending targeted emails, spam complaints dropped, and the domain achieved compliance with Google Postmaster V2 spam thresholds.
This case demonstrates the transformative impact of comprehensive data hygiene and targeted segmentation on email deliverability and engagement. By addressing data quality issues and refining send strategies, the Live Selling and Shopping Platform revitalized their email marketing program, ensuring their messages reached eager audiences.
Are you struggling with data hygiene, blocklists, or declining engagement rates? We helped a Live Selling and Shopping Platform resolve domain reputation issues, improve deliverability, and boost subscriber engagement. Let us do the same for you. Contact us today.
