Lands’ End employs the services and technology of Yes Marketing’s deliverability team to ensure that each email reaches its intended recipient’s inbox. This helps Lands’ End steer clear of spam traps, blacklisting, and other deliverability issues that affect inboxing rates and prevent consumers from seeing the brand’s messages and making an email-driven purchase.
When Lands’ End saw their Gmail reputation fall they turned to Yes Marketing’s deliverability team to help them improve. Since Gmail users account for over a third of all email subscribers, deliverability issues at Gmail mean that a large share of their audience cannot see their emails which translates into a drop in both conversion and revenue. To solve the problem, Yes Marketing’s deliverability team suggested changes to Lands’ End’s targeting, frequency and deployment strategies. These changes led to:
- 100% inboxing rate at Gmail
- An 18% increase in Lands’ End’s average open rate at Gmail for their primary sending domain
- A 550% increase in the brand’s average open rate at Gmail for their secondary sending domain
- 48% reduction in the average bounce rate for their primary sending domain
- 87% reduction in their average bounce rate for their secondary sending domain
- A 616% increase in their average open rate for their secondary sending domain
HOLIDAY DELIVERABILITY PREP
To ensure Lands’ End campaigns keep reaching subscriber’ inboxes during the peak holiday season, Yes Marketing’s deliverability team provided advanced seasonal planning and enhanced monitoring over Q4. Holiday deliverability support included detailed contingency plans in case of any issues and a comprehensive data hygiene process that removed dead, closed and spam trap accounts. The latter was performed to help Lands’ End minimize deliverability risks that could negatively impact revenue during their busy season.
These smart preparation tactics resulted in a 60% lower average bounce rate during peak season (Oct-Dec) for Lands’ End’s primary sending domain and a 98% lower average bounce rate for their secondary sending domain. This translated into higher overall number of conversions and higher revenue per email.