Validity helps MeritB2B improve their average inbox placement rates by over 60%
The challenge:
High bounce rates and risk of spam traps.
Additionally, since their campaigns often require purchasing cold third-party data of varying quality from a broad range of providers, MeritB2B was challenged with high email bounce rates and the risk of blocklistings with Spamcop and Spamhaus.
This was adversely affecting their sender reputation metrics and negatively impacting their deliverability. Inbox placement rates at some major mailbox providers were very low and the company’s average open rates had dropped to below half their long-term benchmark. These problems were forcing them to scale back their email activity significantly.
Since their program revenue and client success are directly related to campaign effectiveness, this caused MeritB2B to review all things email. They suspected they had a major deliverability problem but didn’t know where to start.
“At MeritB2B, we very much value our partnerships. We want to engage with companies that are world class leaders, that care about customer services and delivering high quality solutions. Partners that have the same values and decent people to deal with, as well. Validity is on a growth path, just like us . . . definitely a win/win scenario. We actually look at our sender reputation as a corporate asset. That’s become very powerful to us because we now have a much better understanding of email as a channel.”
Karie Burt – SVP/CPO, MeritB2B
The solution:
Accurate reporting around key email metrics.
MeritB2B had previously retained an independent email consultant who provided guidance on how to improve their data quality and make changes to their broadcasting infrastructure, creative recommendations to reduce filtering and increase engagement, and general education around email best practices.
A positive outcome from this was the company understood that they needed far greater visibility of the factors driving their email deliverability and performance. This led to an introduction to Validity, and in May 2020, MeritB2B became a client.
For the first time, MeritB2B was able to generate accurate reporting around key metrics like sender reputation and inbox placement, as well as use tools that would help with content rendering and device utilization. MeritB2B also gained access to Validity’s subject matter experts for ongoing support and guidance.
“Our deliverability has increased and we are in a better position to remove the ‘unwanted’ records much earlier in the process. Our inbox placement is much stronger and is continually going up . . . to remain successful we are taking all measures and using the best tools in the industry to do so.”
Courtney Cope – Director of Data Operations, MeritB2B
The results:
A positively transformed email program.
