Return Path helps Boozt to significantly increase its inbox placement rates
Boozt is a leading and rapidly growing online fashion store in the Nordic region. Formed in 2009, the e-commerce firm operates in nine European countries, offering a contemporary selection of fashion labels through its multi-brand webstore Boozt.com, which boasts five million monthly visitors.
Email is one of the company’s most important marketing channels. Indeed, it is relied upon to maintain and improve customer loyalty and communication, making it one of Boozt’s strongest revenue streams. The company’s email program, consists of personalised daily newsletters that include latest offers, fashion inspiration and top trends.
When Boozt changed its email marketing service, the company also moved from shared IPs address to a dedicated IP address. This resulted in low inbox placement rates, with less than 80 percent of emails reaching customer inboxes. Inbox placement also varied dramatically depending on the mailbox provider. For example, mail sent to Microsoft inboxes (such as Outlook) had inbox placement rates as low as zero. This was a significant problem for Boozt as 40 percent of its subscribers used Microsoft email domains.
Boozt reached out to Return Path to roll out a comprehensive IP warm-up program and to learn more about Certification to improve the e-commerce company’s reputation and inbox placement rate across all mailbox providers.
“We pride ourselves on constantly looking at ways to improve our customer journey, and spend a lot of time and money making sure we deliver a personalised, engaging experience. Email is a key component of our marketing strategy, therefore, it was crucial we increased our inbox placement rates after migrating our IP. Return Path understood our challenges and provided a tailored warm-up plan that would rebuild our reputation and help us meet our email targets,” said Mads Neble, Director CRM & Online.
“The support we have received from Return Path during this period has been invaluable. With constant guidance during our warm up process through to getting fully Certified, Return Path has helped us feel safe in the knowledge that all of our emails are reaching our customers.”
Director CRM & Online
Boozt signed up for Return Path’s Certification program in an attempt to boost the company’s relationship with Microsoft.
The company’s Certification program is a valued, industry-recognised and certified whitelist that confirms brands are following best industry practices, which helps to ensure better inbox placement with major mailbox providers such as Microsoft, AOL, Yahoo, and Comcast. By using the Certification program, brands’ emails are acknowledged as safe and credible, leading to reduced filtering.
The impact of Return Path’s Certification program was almost instant, with inbox placement at Microsoft increasing from zero percent to 100 percent almost immediately. The company’s overall inbox placement rate also rose from 80 percent to 99 percent, which worked out as an increase of over one million SEK in revenue each month. This increase resulted in more subscribers seeing the messages, and the company saw an improvement in email open rates, rising by almost 15 percent from 20 percent to 35 percent.
“Return Path has helped us get our deliverability figures back on track and we are delighted with the results. The Certification program has significantly increased our open rate and inbox placement rate, and has given us unrivalled insight into how our program is performing. It has allowed us to identify elements of our program that were hindering our reputation and make changes without negative consequences.
“The support we have received from Return Path during this period has been invaluable. With constant guidance during our warm up process through to getting fully Certified, Return Path has helped us feel safe in the knowledge that all of our emails are reaching our customers,” said Mads Neble, Director CRM & Online.