Grupo Recovery Bounces Back from 0% to 100% Inbox Placement Rate, Boosts Weekly Deal Volume by 16x with Validity.
The challenge:
Reaching the inbox in a complex industry and geographic region.
Grupo Recovery, a Brazilian organization specializing in debt collection management, relies on its email program to communicate with its customer base and collect the debts it manages. Email enables them to provide the detailed context needed for their proposals, which other outreach channels, like SMS and WhatsApp, can’t offer.
Brazil has always been one of the most challenging regions for deliverability. The 2024 average inbox placement rate in Brazil was 76.1 percent compared to 85 percent in the U.S. Combining this with the high number of hard bounces they were receiving, Grupo Recovery knew they needed expert deliverability support.
Additionally, their program wasn’t compliant with certain mailbox provider requirements: their authentication protocols weren’t properly configured, and they didn’t have one-click unsubscribe options in place.
These issues compounded quickly, resulting in a concerning 20 percent inbox placement rate (IPR) at Microsoft and a flat-out block from Gmail.
Luckily, the Grupo Recovery team knew with the right partnership, they could still save their program.
The solution:
Rolling up their sleeves with the support of Validity Everest, Sender Certification, and the Customer Success and Professional Service teams.
Grupo Recovery was ready to take action but wasn’t sure where to start. Enter Validity, the leading provider of marketing success solutions.
The Validity team quickly uncovered issues impacting Grupo Recovery’s email program.
An analysis from Validity revealed that 21 percent of the 15.5 million email addresses in the company’s database were invalid or inactive.
The team advised Grupo Recovery to take a multi-pronged approach by first using Validity Everest’s List Validation module to clean their email list. Then, the Validity team walked them through the authentication process, making sure their DMARC and SPF records were configured correctly and compliant with mailbox providers’ requirements.
From there, the Grupo Recovery team began remediating their sender reputation by reducing sending volume with providers like Gmail and ramping up a little at a time, following a precise plan from Validity.
They also took advantage of the Everest Design and Content module to enhance their sends based on recommendations from the Validity team.
“We were very lucky for the opportunity to work with not only Validity’s Customer Success Team, but the Professional Services team as well,” said Senior CRM Analyst Isabella Santos Rodrigues Paulino. “They kindly provided an even more in-depth analysis of our campaigns and tailored recommendations that got our email program in shape. We wouldn’t have been able to do it without their guidance.”
As these issues were resolved, Grupo Recovery became eligible for Validity’s Sender Certification program. This serves as an additional layer of deliverability assurance, designating them as a trusted sender to mailbox providers.
Grupo Recovery explained that the approval process for Sender Certification was fast and easy. With Certification in place, they also gained access to in-depth performance analytics that they could monitor to ensure they were moving in the right direction. The Reputation module in Everest helped bring together all their performance dashboards together in one place including Google Postmaster Tools.
“Validity is a fantastic strategic partner to work with. They’re always available to help us with questions, both about the products and the email industry in general.”
Marina Freitas Araujo | Manager of CRM and Marketing at Grupo Recovery
The results:
Achieving 100% IPRs at Gmail and Microsoft, and substantial business growth.
Thanks to their hard work and dedication, Grupo Recovery attained the results they hoped to accomplish.
Their inbox placement rates at Gmail and Microsoft improved significantly, reaching 100 percent—a 100 percent and 80 percent uplift, respectively. This allowed them to better engage their audience and drive new business. They went from closing 100 to 1,600 deals per week, a 16x increase. They also saw a 1.9x increase in new receivables, which is the amount collected after clients pay their first installment.
Grupo Recovery appreciates the peace of mind they get with a Validity partnership. “We know where to look when we have issues, and we trust that we’ll receive a notification if something goes wrong,” explained Isabella Paulino.
When asked to share advice with other email marketers struggling with deliverability, they urged people not to underestimate the power of Sender Certification. “Email in Brazil can be challenging, so any extra help you can get is worth it,” said Isabella Paulino.
Grupo Recovery is thrilled to continue strengthening their email program with Validity.
“Make sure you trust your deliverability experts at Validity. They really know their stuff!”
Marina Freitas Araujo | Manager of CRM and Marketing at Grupo Recovery
With over 25 years of experience in the collections market, Grupo Recovery manages debts that have been sold by banks, financial institutions, retail stores, and service providers. The company works to carry out sustainable debt negotiations that are beneficial for all parties involved.