How Burn20 Doubled Open Rates

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.

“Maropost is a powerful system that has helped us send all our campaigns to the right people.”

The Challenge

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

The Solution

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

The Results

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%!

The Testimonial

“Our list was getting so big and we were running into issues with deliverability and segmentation. Maropost is a powerful system that has helped us send all our campaigns to the right people.”

 


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