Philips, one of the largest electronics companies in the world, it has improved the email communication it has with its audiences located in 66 countries. The company has undergone a rigorous process to meet the Validity Certification criteria. It is the only white list on the market that is recognized by email providers.
As a result of this process, Philips has reduced the number of its promotional emails that are detected as spam. In addition, 70% of your subscribers receive the messages directly in their inbox. This evolution has allowed Philips to have a high reputation as an email sender. Thus, it has gone from having a Sender Score of 7 out of 100 when it started working with Validity in 2014 to one of 99 out of 100 seven years later.
Improved email performance
The electronic company decided to start this change process because it was having trouble visualizing the deliverability and performance of its emails. Too many emails were being sent without really knowing if audiences were receiving them. It was in the wake of a 2014 campaign that Philips discovered its low Sender Score.
When we launched this campaign in 2014, we realized that a significant amount of our emails had never actually reached our subscribers. We had a bad rap with email providers. In fact, Validity explained to us that our IP address was completely blocked, preventing our subscribers from receiving our emails. We needed a clear strategic plan and an optimal solution that would provide us with the information we needed to understand our reputation and email performance.
Charlie Wijen, Philips CRM and Digital Specialist.
According to the study Marketer Email Tracker conducted by DMA and Validity, while 41% of marketers say they email their customers daily. Only 18% of subscribers say they receive emails this often. This raises a question mark about the 23% of consumers who do not receive these messages.
It was as a result of the results of the campaign launched in 2014 when the brand chose Validity and its certification that ensures that emails from certified senders are recognized as safe and reliable, allowing more efficient filtering and ensuring a better location of the messages in the inbox.
To start the process Philips acquired three new IP addresses. From there he began to become aware of the importance of knowing his Sender Score. Like a bank’s credit rating, the Sender Score measures the health of a company’s email program. To do this, it takes into account factors such as spam complaints, industry blacklists, and poorly maintained lists.
“Our inbox placement rates for both B2C and B2B campaigns have increased from 91% to 98%. And it is clear that there is a direct relationship between the improvement of this rate and the increase in income. Furthermore, we now understand better what factors affect our delivery capacity and why, which has also allowed us to significantly improve our level of interaction with the user, ”says Wijen.
The vast amount of data now available has also guided Philips in applying new design and content optimization strategies across the brand. This began with the implementation of a standardized email campaign creation system to generate more efficient, collaborative and reliable campaigns. More recently, Philips has launched a sophisticated multivariate testing program that has almost doubled the click-through rate.
“Validity has taught us to make better use of our email data to design successful and engaging campaigns, something that our brands, our steering committee and the CEO have especially appreciated. So we are very happy with the collaboration ”, adds Wijen.