For additional visibility into their email metrics, Westpac utilized Return Path’s Inbox Monitor tool. With this tool, they gained specific insights related to their deliverability and engagement rates. In addition, the ability to immediately view performance reports enabled Westpac to adapt their email marketing methods to better suit their audience, while also taking action on any issues reported in their email channel.
Westpac also applied to Return Path’s Certification program, the industry’s most recognized and valued certified whitelist. Becoming a Certified sender gave Westpac preferential treatment at major mailbox providers, leading to increased deliverability and consistent inbox placement. Certification also helped to smooth Westpac’s migration to a new IP address, as it assures mailbox providers of the sender’s legitimacy and positive sending reputation.