How the MailSoar team were able to increase the sales of an online business over 30% by improving their email deliverability?
Summary
Customer presentation
Paint Your Life, an e-commerce boutique
Founded in 2006, Paint Your Life offers to turn any photo into a piece of art hand-painted by international artists.
The company uses email to communicate with their customers, whether to inform them about the progress of their orders or to promote their goods and services through email marketing campaigns.
After several months trying to solve, by themselves, various issues with their email campaigns (low open rate, almost no clicks, etc.) without success, they contacted us to help them stop these deliverability problems.
Key project information
Type of emails
Transactional & Marketing
Opt-in list
Budget
About 3K $ per month
Monthly volume
10 to 12 Million emails per month
Software use
Zaius ( Zaius uses Send Grid at the backend to deliver emails)
Length of the project
Ongoing since January 2021
Growth opportunity
Paint Your Life's email marketing campaigns used to have an open rate of roughly 13% and a click-through rate of 0.3% in January 2021.
Since we've been working with them, the open rates have been around 30% and the click-through rate is 1%.
Project description
The project entrusted to us by Paint Your Life can be broken down into 3 main areas:
Solving the deliverability problem
when sending email campaigns.
Mails reach their targets
This demand concerns both email marketing campaigns and transactional emails.
Ensure a good opening rate
To ensure a high return on investment, we monitor the marketing campaigns we send out on a daily basis, with the aim of detecting any problems that might arise and have a negative impact on the company's KPIs.
Background and issues
A complete analysis of the various metrics
Following our audit of Paint Your Life, we noticed that their open rate was initially quite low, averaging around 13%. This rate may seem interesting, but in this case, it combined the open rate of marketing emails with the open rate of transactional emails. An open rate is considered good when it’s around 20%, but transactional emails generally have a much higher rate, as they concern order information for example.
We also realized that transactional emails relating to orders were being sent directly via their GSuite accounts on Google. However, the platform only allows 500 emails to be sent per day. This was problematic, as this number was exceeded on a daily basis, and many customers were therefore not receiving the various emails relating to their orders.
These problems had a significant impact on the company’s ROI, as it was unable to reach its target.
Adapting resources to business needs
Solutions from our experts
Assessment of areas for improvement
As far as the marketing campaigns were concerned, both the domain name’s reputation and their IP address were high (which is a good sign). Unfortunately, they weren’t generating a good open rate. As a reminder, it was around 10% on Gmail, while almost 80% of the customers on their contact list were on Gmail. We therefore tested and analyzed the content of these e-mails, which were not conclusive, as no major problems were to be deplored.
After several more tests, we realized that the sender’s e-mail address (update@e.paintyourlife.com) had been flagged by Gmail. This meant that all the e-mails landed in the promotion tab and blended into the mass of daily e-mails received by consumers.
Creating dedicated addresses
To solve this problem, we suggested that the company use a new e-mail address dedicated to sending these communications. After several series of tests, our expert consultants suggested using: welcome@e.paintyourlife.com
Configuring a new sending protocol
With regard to transactional emails, it was important to configure a new environment for sending these emails. After an in-depth audit of the company’s needs and working methods, we proposed the configuration of a new SMTP in collaboration with Postmark.
Results achieved with our support
conversion
increase in total revenues
open rate
Sends 1 million e-mails a week (500% increase)
Paint Your Life reports on its collaboration with MailSoar
We recruited MailSoar after struggling with poor open rates for a very long time, and Zaius account management (the platform we use to send emails) couldn’t solve the problem. MailSoar was able to help us go from a 10% open rate to nearly 30%! and we’re now able to send over a million emails a week (about 5 times more than we used to).
Our total sales have increased by around 30%, and the main reason for this is email marketing! We used to have only 10% satisfied customers and now we have 30%. It’s definitely changed the game for us.
- Assaf Kostiner
- CEO Paint Your Life
