Deliverability and segmentation issues
Deliverability best practice and segmented list
Burn20 came to Maropost with half a million subscribers and a big problem: their deliverability numbers were dropping and no-one could figure out why.
Well, we figured out why. Leveraging our unique relationship with ISPs, Maropost’s deliverability team discovered that the primary issue was a matter of segmentation.
Burn20’s previous solution simply didn’t have the capabilities to segment such a large list. But with Maropost’s unparalleled insight into deliverability and industry-leading segmentation tool – no problem.
Here were Burn20’s goals:
- Create a deliverability and segmentation strategy
- Maximize deliverability numbers
- Optimize performance rates (opens, clicks, conversions, and engagement)
- Ensure that campaigns only go out to active subscribers
12x mailing list growth and 2x open rates
A dedicated Director of Deliverabilty from Maropost worked closely with Burn20 to develop an extensive deliverability action plan within Burn20’s existing email strategy. A segmentation strategy was created and executed specifically for Burn20’s needs and audience.
Maropost’s Client Success team followed-up to develop a comprehensive tracking and reporting system – allowing Burn20 to see exactly how and why their numbers were increasing, and how to improve them even further.
- Implementing deliverability best practices and advanced processes
- Segmenting lists for active/inactive subscribers
- Monitoring and optimizing deliverability and engagement rates
- Harnessing Client Success and Deliverability teams for maximum insight
With the Maropost platform and team behind them, Burn20 was able to meet and exceed their original KPIs:
- 27 segments created
Maropost’s cutting edge segmentation tool provides the deepest insight and specificity in the industry.
- 12x mailing list growth
Maropost’s automated journeys mean that leads are constantly being nurtured and never lost.
- 2x open rates
Maropost’s segmentation and multi-variate testing options are the most powerful in the industry so you can be sure you’re sending the best version of your email every time – Burn20’s open rates went from 11% to over 21%!
Underpinned by the success and weight loss journey of founder and transformation coach Ingrid Macher, Burn20 is one of the most popular weight loss blogs in the world. Burn20 publishes a wide variety of fitness and lifestyle articles as well as success stories sent in by readers.