Racing Post achieves 400% increase in open rates and 99.4% deliverability through Sender Score Certification |
Racing Post has dramatically improved the deliverability of its email campaigns, managed by email service provider Database Group Interactive (DbGi), through accreditation to Return Path’s Sender Score Certified programme. The initiative aims to increase deliverability through an accreditation process which hallmarks legitimate email, elevating its acceptance in the eyes of email receivers.
The Racing Post email campaigns are generally promotional in nature, communicating to Racing Post’s in-house list to publicise upcoming racing events and drive traffic to Racing Post’s betting website. Monitoring results of similar campaigns both pre and post accreditation, DbGi was able to report a staggering 99.14% delivery rate success for Racing Post’s Hotmail address owners, and an increase from 4.84% to 18.21% in opening of emails for this group. Click through rates doubled and unsubscribes, complaints and hard bounces all decreased significantly – unsubscribes by as much as two thirds from the original figures.
Speaking of the email campaign improvements, Richard Storrs, Marketing Manager at Racing Post comments, “Since we received Sender Score Certification, the first of DbGi’s clients to do so, we have seen a dramatic increase both in terms of deliverability, open and click through rates. The standards are high and the requirements are strict, but we are consistently reaching our customer and prospect inboxes which in turn increases our overall ROI for each campaign.”
Sender Score Certified is currently used in filtering decisions by leading ISP’s such as MSN, Hotmail, Cox and Roadrunner and filtering solutions such as Span Assassin, IronPort Systems and Barracuda Networks. Members enjoy reduced filtering risk and increased delivery rates to more than 600 million email boxes – 40% of all email inboxes, including 67% solely consumer.
Guy Hanson, Business Development Director at DbGi adds, “We have recently become an official re-seller of the Sender Score Certified programme as one of our many initiatives to improve e-mail performance for clients, and, since its adoption by Racing Post, have seen significant deliverability results. Certified senders also reap the analytical benefit of daily reputation reporting, highlighting any deliverability black spots. We are very impressed with what Sender Score is delivering for our clients!”
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