Groupon Sees 40% Increase in Delivery Speed and Increased Email Response Rates with Return Path Certification for Immediate ROI
Annual Investment Generated a Return of 180:1 as More Than 98% of Groupon Emails Are Delivered to Inboxes During Company’s Target Time
NEW YORK–(BUSINESS WIRE)–Return Path, the world’s leading email certification and reputation monitoring company, today announced that Groupon, an ecommerce website that offers a daily deal on the best local goods, services and cultural events in more than 500 markets around the world, realized a 40% increase in delivery speed and increased email response rates with Return Path’s Certification resulting in immediate ROI.
“Our internal research shows that delivering our emails between 6am and 9am increases open rates and clicks. Sending our mail through Return Path Certified IPs helps ensure that more than 98% of our emails are being delivered to inboxes on time. Return Path Certification has certainly been a wise investment.”
Each day, limited-time offers are sent to Groupon’s list of more than 70 million subscribers, tailored to geographic locale and other subscriber preferences. Email is the primary method in which Groupon’s millions of subscribers receive their daily deals and because many people check their email inboxes in the morning, the 6am 9am local “prime-time” is critical to the success of Groupon’s business model.
“Timing is everything, especially when many of our deals are only available for purchase for 24 hours,” said John Becvar, Sr. Director Relationship Management, Groupon. “We wanted to be sure every email was making it to the inbox at the correct time by region — with images enabled — in order to improve overall open and purchase rates. We miss a golden opportunity to catch subscribers’ interest if they aren’t receiving their emails in a timely fashion.”
With Groupon’s volume, over 1 billion emails sent monthly in North America alone, it was experiencing throttling at some major ISPs.
Groupon turned to Return Path’s Certification Program and conducted market testing to measure the impact of the program on ensuring the delivery of Groupon email to subscribers’ inboxes during key times and also measured any increase in open rate, click rate and impact on purchases. Groupon selected a small market and used two different IPs to send email to 70,000 subscribers each day for two weeks. Fifty percent of Groupon’s email went through a non-certified IP and the other half was through the Return Path Certified IP.
The Certified mail send speed was 40% faster than the non-Certified send which translates into lower operation costs realized by a smaller number of deferrals caused by throttling, and better control over the time its subscribers receive their daily offers in the Groupon sweet spot between 6am and 9am locally.
In addition, Groupon immediately saw 2% better open rates and 6% better click-through rates for those emails being sent over the Certified IP. Given Groupon’s monthly volume of over 1 billion emails, these increased response rates translate into tens of millions of additional opens and clicks.
“In just 48 hours, the test paid for the investment in Return Path Certification for the entire year,” added Becvar. “Our internal research shows that delivering our emails between 6am and 9am increases open rates and clicks. Sending our mail through Return Path Certified IPs ensures that more than 98% of our emails are being delivered to inboxes on time. Return Path Certification has certainly been a wise investment. “
About Return Path
Return Path makes email work better by scoring and certifying email senders from around the world. We help marketers, publishers and other large-volume email senders increase their response rates by providing the world’s leading inbox deliverability solution. We help mailbox providers and email administrators at ISPs and enterprises block unwelcome and malicious email by providing near real-time IP reputation scores and other data-driven tools. Taken as a whole, these tools and services improve the consumer experience of email by protecting them from spam, phishing and other abuse. Return Path offers free access to Sender Score, the email reputation measure compiled through our cooperative data network of ISPs and other email receivers, at our reputation portal senderscore.org. Information about Return Path can be found at returnpath.com