The Solution
RedEye and Bonmarché decided a double-pronged approach would be the most effective way to see a significant increase in delivery, open rates, click rates and conversion. This involved making full use of the segmentation tool ensuring the most receptive customers were receiving the majority of communications and using whitelisting to ensure those emails were actually reaching the inbox.
By implementing a structured approach to email segmentation and timings, Bonmarché were able capitalise on RedEye’s engagement segments to effectively mail those most likely to engage on a more frequent basis, whilst mailing those least engaged with only the strongest messages to guarantee the best possible engagement and conversion.
Return Path whitelisting was also in place where in the previous year it was not, helping to ensure that emails were successfully delivered to inboxes in a timely fashion in order to provide the best opportunity for conversion.