How MailSoar helped a company in the adult industry to greatly increase their open rate?
Teo is the owner and CEO of multiple adult websites and contacted me because he was experiencing very low open rates on his newsletter (less than 3% open and click rate).
A few numbers
A few details
The members of the company did not know what caused the spam issue or when it happened exactly. Their transactional emails & promotional emails are on the same IP & domain and were also affected by the poor delivery.
In order to improve Teo’s deliverability, we followed a 3 step process:
- Take action to improve deliverability
- Conclude and establish best practices.
Step 1: Analysis of the deliverability situation
The first part of the analysis consisted of understanding what was the current IP reputation and which ESP was affected by the spam issue. I generated a list of ESP with the delivery of the IP and which mailbox the emails were delivered to, such as:
This led us to exactly identify which mailbox was affected the most by the spam issue. Along with this, I ran a list analysis to make sure there were no invalid subscribers. The list was overall clean but we had to remove over 4% of the contacts. A list validation looks like this (not the actual client’s list for confidentiality
I also ran a content analysis on the most sent transactional email and the newsletter template to optimize them for deliverability:
The last part of the analysis was a historical data analysis of the previous 3 months of emails sent. This allowed me to pull together graphics and pinpoint exactly where the spike of deliverability has appeared. After understanding when I found out which campaign exactly would cause the spam issue. The data analysis looked like this:
The full deliverability analysis was given back to Teo about a week after the beginning of the project, in a compiled 4-page report with the actionable steps to take to improve delivery, following the results of the analysis.
Step 2: Steps to improve deliverability
The analysis results were the following:
How to fix thoses issues?
Step 3: Conclude & Establish best practices
Deliverability improvement is measured over time, and getting an optimal delivery can take weeks, sometimes months even with the best practices.
The delay is depending mostly on how many emails you have previously sent in spam. For Teo, after 2 weeks of sending the newsletter over 7 days and not in one day, his open rates for the newsletter have doubled.
We have also put in place a monthly deliverability check-up, to identify any issues before they start being threatening.
Every 3 months, a full list of cleaning is performed to keep the bounce rate as little as possible.