Email Marketing Case Study

Account Health - List Cleaning

A Shopify client came to us, their ESP had informed them that their account was in danger because they had extremely low open and click rates which was hurting their deliverability. They had tried A/B testing subject lines but were not getting the results they needed.

After auditing their account and analyzing the data, we developed a two part strategy to improve open and click rates and bring their account health back into good standing. Short term, we utilized segmentation to target highly engaged subscribers and exclude unengaged subscribers. We continued A/B testing subject lines and ran new tests on different types of content and experimented with personalization.

For the long term health of the account we set up a SunSetting Unengaged Subscriber automation series to identify contacts that should be suppressed from the email list. We also reviewed and implemented best practices for overall list health. A healthy list is important for maintaining strong KPIs.

If certain KPIs decline it will hurt deliverability rates which means emails are more likely to bounce or land in the spam folder instead of someone's inbox. Long term this can impact email engagement, website traffic, and revenue. We consistently monitor deliverability KPIs, perform list cleaning, improve segmentation, and run A/B testing.