Growth Lab

Case Studies

GROWTHLABS

How MailSoar helped GrowthLabs to recover email deliverability and increase their open rate

GrowthLabs is a Lithuania-based company that handles multiple online-based brands how needed help to increase their open rate.

A few numbers

PROJECT SCOPE

Type of emails

Transactional & Marketing
Opt-in list

Budget

$ 1,5K / month

Growth opportunity

Marketing campaigns open rates have X2, flow are all consistently above 30% of unique open rate.

Software use

Klaviyo

A few details

PROJECT DESCRIPTION

GrowthLabs is a Lithuania-based company that handles multiple online-based brands.

Most of their emails are sent based on the action of their contacts on the platform, with some marketing campaigns in the middle. All of the contact bases are opt-in.

Most of their flows and email sequences had low open rates. Their onboarding emails, signup confirmation, or password request could land in spam or be undelivered due to reputation issues.

What are the problems

Background

We did an initial audit of the infrastructure and concluded that the issues were due to:

1. Poor authentication/envelope from not matching the friendly from.
2. No list cleaning or signup protection was in place.
3. Some email flows were too long and affected by specific templates with poor deliverability.
4. There was no sunsetting policy so contacts would be emailed years after their last open.
5. The content of the emails being related to fat loss advice, some flow would land mostly in the spam or be undelivered due to Bayesian Filtering by SpamAssassin.

Proposed Solutions

We implemented an email verification software on the shop’s signup forms, we cleaned the current database and the hard bounce rate resume to below .3% We reviewed the most important flow emails and modify them until the negative impact of the content became minor.
We reviewed the most important flow emails and modify them until the negative impact of the content became minor.
We targeted only 30 days openers on the marketing email campaigns.
We worked with the team on stabilizing volume change from one day to another. Altough on a shared IP, stable volume allowed better reporting and enhanced the overall open rates of the marketing batches.

The Results

We have recovered overall unique open rates of over 25%
The bounce rate has been controlled, there are no more blocks
The team was able to ramp up 2 more online brands using our engagement segmentation
We are now making sure that their marketing campaigns have the widest reach without affecting the reputation and open rates of the ongoing flows. We also work on content strategy and automation strategy to make sure we optimize the deliverability at each step of the email funnel