A specialty retailer came to Netplus with a challenging problem – deliverability. Over the course of their email program, fewer and fewer emails were getting to the inbox. In retail, email is a critical driver of e-commerce and they needed to solve the problem.

Netplus evaluated how the emails looked, how they were coded, how they acquired the email addresses, the schedule and their segmentation. We redesigned the email to resemble the web site, reduced its weight by taking advantage of HTML text and optimizing images, modified the capture process at POS and enhanced segmentation to include engagement. That last point is particularly important because ISPs use engagement as a metric to influence their calculation of your email reputation – if users aren’t opening, clicking and forwarding your email – then your email may get lower priority or marked as spam.

Netplus designed a program to remediate the retailer’s reputation issues. Over the course of a three month period we watched as email deliverability improved – more emails were getting to the inbox. E-commerce sales due to emails improved as well. Netplus improved both deliverability and ROI. And that specialty retailer sold a lot more shirts.

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