Improving deliverability through data best practice
SheerLuxe.com
Challenge
• Improve inbox deliverability
• Improve open and click through rates
Result
• 98.8% of email sent reach inboxes
• Click through rate increased by 3%
The Brand
SheerLuxe.com is a definitive and interactive guide to online shopping helping consumers find fine, fashionable, stylish and luxurious brands, products and designer goods available to purchase online. SheerLuxe.com send out tri-weekly and weekly Luxe Mail, a dedicated email from the editor, that will update you of recent trends, new sites, special offers and promotions, sales and all the latest must-haves.
The Challenge
SheerLuxe.com came to Adestra to help them to increase the deliverability of their email campaigns. They had previously had problems with emails going into junk due to the nature of the content. Luxe Mail features a variety of different products, containing pricing and various words such as “offer”, “sale” that could be picked up by content filters.
The Strategy
Adestra took a multi-pronged approach to improving the deliverability of SheerLuxe.com. This involved looking at data collection processes, email templates and improving data practices ongoing. The first step involved creating a confirmed opt-in registration process, a preference centre so subscribers can choose what they want to receive and email validation on sign up. This ensured that data was being collected in a best practice manner and that it was of a high quality. The next step was to optimise email templates for deliverability. This was achieved by ensuring all code was clean and email friendly.
The Functionality
The final step was to ensure that data was handled correctly and kept up-to-date. Using MessageFocus, SheerLuxe.com took advantage of automated bounce management to keep their data up-to-date, and unsubscribes are fed daily from their website into MessageFocus. This coupled with an automated reactivation campaign by asking inactive subscribers if they would still like to receive the emails, ensured they only sent to subscribers who were still interested in the content they were sending.
The Results
SheerLuxe.com now benefit from a fantastic inbox placement rate with 99.8% of their emails reaching the recipient’s inbox. The revised data best practices have also meant an improved open and click through rate as the quality of data has been improved. In addition, the subscriber will also have an improved experience by being able to choose what they receive meaning the emails are more relevant to them.
Working with Adestra we have improved our deliverability through data best practices and changing the way we see our data. More names on the list is not necessarily better and we have seen a marked improvement in our results because of the work that has been done.
Marketing Manager, SheerLuxe.com