Imperia Online Achieves a 99% Inbox Placement Rate and Places 172,000 More Messages in Inboxes with Validity Sender Certification.
The challenge:
Ensuring reliable email deliverability in a competitive industry.
As a leading online game production company, Imperia Online depends on email to connect with their global audience of over 70 million players. Their email marketing program is essential for announcing new features, promoting tournaments, and keeping players engaged. In the fast-paced gaming industry, seamless communication can mean the difference between building a thriving community and losing momentum.
Despite optimizing their email strategy by avoiding hyperlinks, Imperia Online still found their emails landing in spam folders. Another aspect of their deliverability issues included trouble sending to subscribers with Yahoo inboxes.
“Email is essential for keeping our vast player community informed and engaged,” remarked Borislav Mitev, Imperia Online’s Head of IT. “We needed a solution that would ensure our messages arrived intact in players’ inboxes without fail.”
To help close the communication gap and take their email program to the next level, Imperia Online turned to Validity for support.
“Email is essential for keeping our vast player community informed and engaged. We needed a solution that would ensure our messages arrived intact in players’ inboxes without fail.”
Borislav Mitev | Head of IT at Imperia Online
The solution:
Building a comprehensive email strategy backed by Validity Sender Certification.
With a goal of escaping the spam folder, Imperia Online settled on Validity Sender Certification to help gain a layer of deliverability insurance and receive insights on their campaign performance. To get to the root of their deliverability problem and qualify for Sender Certification, Imperia Online needed a thorough assessment of their email program. Based on the results, Validity developed a structured strategy to optimize Imperia’s email-sending approach, helping them align with industry best practices.
With their new Validity partnership, Imperia Online gained the insights and tools needed to fine-tune their email campaigns and enhance their communication strategy across platforms—ensuring reliable inbox placement for their players.
Imperia’s commitment to best practices combined with enhanced campaign insights set the stage for them to implement Validity’s Sender Certification. Sender Certification granted them trusted sender status and resolved their Yahoo inbox challenges as well.
They also tracked their progress with deliverability performance reports from Validity, ensuring steady improvement toward their goals.
“Our partnership with Validity has been a game-changer. Their expertise helped us transform our email communications, ensuring our messages hit the mark every time.”
Borislav Mitev | Head of IT at Imperia Online
The results:
Enhanced player engagement, seamless communication, and a 99 percent inbox placement rate.
Since partnering with Validity, Imperia Online has seen dramatic improvements in inbox placement. Their critical communications—including reactivation campaigns, tournament announcements, and feature updates—now consistently reach players’ inboxes, driving deeper engagement and enriching the player experience.
This success is reflected in their reporting insights. Not only did they achieve a 99 percent inbox placement rate—a 42 percent uplift compared to industry benchmarks for similar volume senders—but they also credit Sender Certification with placing an estimated 172,000 more messages in inboxes annually.
In a notoriously difficult industry for inbox placement and sender reputation, Imperia Online has not only met the challenge but exceeded expectations—passing with flying colors.
What’s next for Imperia Online?
Building on this success, Imperia Online is set to expand its email initiatives, further strengthening player engagement through reliable, high-impact communications.
“Validity’s Certification program has transformed our approach to email deliverability. Their support has empowered us to confidently reach our players, fortifying our engagement and enhancing every interaction.”
Borislav Mitev | Head of IT at Imperia Online