La Redoute achieves near-perfect inbox placement with new email approach.
A multi-specialist in ready-to-wear apparel and home decor, La Redoute is the second largest seller of women’s clothing and the third largest seller of home ware in France. Laredoute.fr is the top-ranked shopping site for clothing and home decor in France, with an average of 7 million unique visitors per month. In 2012, Internet sales accounted for 80 percent of the brand’s French operations’ turnover. With more than 10 million active customers worldwide, La Redoute operates in 26 countries.
A key component of La Redoute’s marketing mix, email marketing is an indispensable communications resource for strengthening customer loyalty and boosting sales. However as a high-volume sender, the brand faced a number of challenges:
Convinced that Return Path was the perfect partner for optimizing its email marketing strategy, La Redoute France contacted our experts to outline an action plan to improve its performance. Return Path’s Professional Services email experts carried out a Deliverability Audit, which highlighted email infrastructure issues that negatively affected deliverability and reputation. Several recommendations were then made to optimise La Redoute’s email campaigns, including the following:
Under the leadership of Marie Loisel, Deliverability Project Manager at La Redoute France, a crossfunctional project team was established for the purpose of implementing Return Path’s recommendations across the board. The expert insights from the audit helped demonstrate the value of Return Path’s Email Intelligence Suite to La Redoute, persuading them that their team needed access to the best performance indicators and the most advanced tools for evaluating and optimizing its email marketing on a daily basis. Return Path also assigned a dedicated team to support the brand in its various optimisation projects in order to establish a real trust-based relationship and address each issue real-time.
The deliverability audit proved to be crucial for La Redoute. By implementing an effective strategy for segmenting IP addresses, La Redoute France now has control over its reputation and can optimise its inbox placement rate on a daily basis. The extremely low complaint rates that the brand now enjoys are reflected in its exceptionally good sender reputation metrics.
In terms of reactivating inactive subscribers, La Redoute France used data insights from Return Path’s Inbox Monitor to refine its strategy. Segments that posed a problem could then be easily identified and isolated to avoid negatively impacting future campaigns.
After implementing the recommendations formulated as part of the deliverability audit, La Redoute was soon able to measure a dramatic increase in its inbox placement rate, – from 71 percent to 96 percent in less than six months.
Repeatedly implementing best practices and abiding by prerequisites and other standards set by Return Path also enabled La Redoute France to earn Return Path Certification after only a few months, joining the largest network of trusted senders in the world. Through this certification programme, La Redoute now enjoys preferential delivery at key global ISPs and other filtering companies, along with an optimized inbox placement rate. Since implementing the Return Path Certification programme, La Redoute France has been able to maintain consistently high email delivery rates, with slightly less than 2 percent of its emails being sent to the Spam folder.
La Redoute now optimises its email marketing strategy on a daily basis, using unique insights, analysis and data supplied by Return Path’s email intelligence solutions. Thanks to the privileged relationship established with members of the Return Path team, La Redoute France now has efficient, impactful, and highly effective email practices that are so beneficial that the company is considering expanding its projects to build mobile campaigns that are optimized according to its subscribers’ devices.