Rodial Email Case Study


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Rodial Email Case Study

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Rodial Email Case Study

  1. 1. ClientStudy StoryCase SuccessRodial significantly improves its e-commerceeffectiveness by embracing email deliverabilitybest practicesInbox placement increased by over 25% and GET MORE INFOrevenues more than tripled with Return Path +44 (0) 845 002 0006Certification rpinfo-europe@returnpath.netProduct: Return Path CertificationIndustry: CosmeticsRenowned skincare product specialist Rodial combines scientific and clinical expertise with a unique knowledge of naturalskin treatments, bringing to market innovative skin and body products that provide a glamorous alternative to cosmeticsurgery.Its products are sold through its online store as well as through a number of highly specialist retail storesand up-market department stores in 35 countries worldwide. These include Europe, the US and Canada, Singapore, HongKong, Malaysia, Australia, and select countries in the Middle East.ChallengeThrough its online marketing solutions provider dotMailer, Rodial sends out close to one million emails a monthto generate website traffic, promote its products, and inform customers of its latest offers. Rodial relies on emailmarketing, PR and celebrity endorsements rather than traditional advertising to promote its products, with well-known brand advocates including Sienna Miller and Kate Moss.With email playing such hugely successful and pivotal role in Rodial’s marketing activity, it is vital they maximizethe number of messages delivered to the inbox for each campaign.The key challenge for the Rodial marketing team is that many of their key product names – including ‘tummy tuck’and ‘crash diet’ – are also terms typically associated with spam and liable to cause reputational issues and triggerspam filters.SolutionRodial’s email service provider, dotMailer, was focused on optimising Rodial’s inbox placement, regardless ofpotential spam filter issues with their product names. To this end, dotMailer recommended they apply to join theReturn Path Certification Program.As the largest and broadest whitelist programme in the market, Return Path Certification covers more than 2.1 bil-lion mailboxes worldwide. ISPs use the list to help them identify the best senders of email and filter out unwantedmail. This allows the good emails to go through to the inbox, making it a list brands want to be on.Return Path Certification’s other significant benefits for commercial senders mean images are automaticallyenabled at Windows Live Hotmail and Yahoo!, while because Certified senders are recognised as trusted send-ers, links are automatically enabled. Members also receive a beneficial initial score with SpamAssasin filtering, If you have questions or would like to hear how Return Path’s services can improve your email delivery and performance, please call +44 (0) 845 002 0006, or email © 2011 Return Path, Inc. | v110311
  2. 2. ClientStudy StoryCase Successwhich enables them to use words and phrases that may traditionallyhave caused their emails to be filtered: a feature of particular benefit to Being accredited and acceptedRodial. on to the Return Path Certifica-However, to be accepted onto the programme, businesses have to prove tion Program which is widelythey adhere to Return Path’s stringent standards, and once certified, mustcontinue to meet a rigorous set of performance-based metrics that include used by many leading ISPs andvery low complaint and unknown user rates. dotMailer worked closely with filtering companies resulted inRodial to build a strong foundation that would enable it to progress seam-lessly through the certification process and be in the best possible position more of Rodial’s emails reachingonce certified. the inbox, significantly reducingOver several months, Return Path and dotMailer measured a variety of the percentage filtered out askey performance indicators, including inbox placement rate, using Return spam.Path‘s email monitoring tool, Mailbox Monitor. For each ISP, MailboxMonitors measures how many emails get delivered into the inbox, aswell as into the bulk and missing folders. It can also reveal the Sender Score, complaint rate, unknown user rate, andwhether the campaign and IP passed key infrastructure and authentication checks. Throughout this process, thecompanies kept track of click-through rates as well as e-commerce revenue to measure the ROI of email marketingprogrammes.Rodial passed all the checks, and as a responsible email sender, was successfully accepted onto the CertificationProgram.ResultsComparing KPIs before certification and immediately after, Rodial saw more Rodial boosted its inboxthan a 25% increase in emails delivered straight to the inbox, with 98.7% of placement by 25% followingits emails now reaching their target. Return Path whitelistCertification has also had a significant positive impact on email marketing certification. This resulted incampaign responses with click-through rates increasing by more than 55%.Running a comparison on weekly revenues before Return Path Certification 55% more email click throughsand after, Rodial saw revenues increase by over 200%. which in turn lead to a revenue increase of over 200% Customer Feedback “Our marketplace is extremely competitive which makes share of mind critically important. This is why we focus a lot on celebrity endorsements and this is also why our email campaigns fulfill a vital role in our marketing programmes. If our emails don’t reach our customers, they don’t get the information they need and want, making strong and consistent inbox placement a top priority for us. Being a Return Path Certified sender and part of its leading whitelist program has had a tremendous effect and positively impacted our overall e-commerce effectiveness. We are now achieving higher response from our programmes as well as increased ROI.” ― Eliza Wells, PR, E-Commerce & Marketing Manager, Rodial Would you like help increasing your email response rates? Find out how Return Path can improve your overall email performance. Email or call +44 (0) 845 002 0006 for more information. If you have questions or would like to hear how Return Path’s services can improve your email delivery and performance, please call +44 (0) 845 002 0006, or email © 2011 Return Path, Inc. | v110311