Return Path helps Health Service Discounts' emails reach the inbox through rigorous Certification program
Founded in 2001, Health Service Discounts is the largest British National Health System employee benefits provider in the United Kingdom, helping NHS and health service workers save money through online discounts and offers on household brands across holidays, insurance, mobile phones, utility bills, and fashion.
With a highly active email program consisting of multiple communications a week to its one million+ membership base, reaching the inbox is vital to business performance.
Health Service Discounts had experienced low inbox placement rates, with less than 70 percent of emails reaching its subscribers’ inboxes in some instances. This prevented members from receiving the benefits of their membership, while also creating engagement challenges. In addition, these inbox performance issues were impacting the company’s A/B email testing by skewing the results.
To address their email deliverability challenges, Health Service Discounts turned to Return Path’s Certification solution, the industry’s most recognized and valued certified whitelist. By becoming Certified, they hoped to ensure more emails reached subscribers’ inboxes and improve the company’s reputation with mailbox providers.
As Neil McKendrick, Email Manager at Health Service Discounts, stated,“The success of our email campaigns is essential to the company’s performance, so it was extremely important for us to improve the chances of our emails reaching our recipients.”
“Return Path made the integration of its program convenient and fast, with excellent support throughout the entire process. Our representative looked at what we wanted to achieve and tailored a program to our email goals. As a result, Certification had an almost instant impact that has continued to improve over time. I don’t think there are many whitelisting programs out there that can have such a quick, marked effect."
Working thoroughly with Health Service Discounts, Return Path guided the customer through the process of becoming Certified. After reviewing their sending practices and compliance with applicable laws, Return Path granted Certification whitelisting to the company’s email program. Becoming a Certified sender guarantees better inbox placement with major mailbox providers, including Microsoft, AOL, Yahoo, and Comcast. Certification provides a clear signal that a brand’s emails are safe and reputable, leading to reduced filtering.
The Certification program instantly boosted Health Service Discounts’ inbox placement levels, jumping from less than 70 percent to 85 percent in the first month, and rising to 99 percent within six months. Furthermore, domain and IP reputation improvements gained from Certification had an indirect positive effect on email addresses with non-participating mailbox providers, most notably with Gmail, which delivered a 50 percent increase in deliverability and has remained stable ever since.
As McKendrick states, “Email is a key channel for us, so getting this right is a must. We are delighted with the results we have seen since joining Return Path’s Certification program. Our deliverability rates have increased substantially, which is fantastic. With 99 percent of our emails landing in the inbox, we are confident that every one of our members is able to benefit from our service.”