Founded in 2005 and headquartered jointly in Irvine, CA, and Singapore, Razer is the world’s leading lifestyle brand for gamers. With a fan base that spans every continent around the globe, the company has designed and built the world’s largest gamer-focused ecosystem of hardware, software, and services. Email is a critical channel for this worldwide brand, as it allows them to reach their audience wherever they are and deliver compelling, targeted messages to drive sales and create deeper customer relationships.


In the final days before Christmas, Razer sent an email campaign to wish its subscribers happy holidays and thank them for their loyalty throughout the year. The email included several offers for they hoped would tempt last-minute shoppers into purchasing Razer products. With the inevitable crush of holiday hitting every subscriber’s inbox, their biggest challenge was to make sure this message was eye-catching enough to stand out from the crowd and compelling enough to entice subscribers to open it.


The team at Razer knew their first task was to ensure the message reached the inbox—otherwise it could never be seen and opened. Using the Return Path by Validity suite of email deliverability tools, they were able to increase inbox placement and keep their message out of the spam folder.

“We needed the support of Return Path’s tools to increase inbox placement, as well as to optimize the subject line and preheader.”

Shannon Chua
Digital Marketing Specialist

With their messages reaching the inbox, next the team had worked hard on their Christmas-themed email creative—including a colorful moving GIF—so their final task was to ensure it would render beautifully on any platform or device. Using the Inbox Preview tool, they conducted multiple tests to preview the design in various email clients, and made several tweaks to ensure that every subscriber would get the full impact of their gorgeous and festive campaign.


While the main purpose of this campaign was simply to spread holiday cheer to loyal subscribers, its performance vastly exceeded expectations. Compared to previous years’ Christmas emails, this campaign saw a substantial improvement in open and click-through rate, indicating that their efforts to grab their customers’ attention paid off. In addition, the campaign generated a threefold increase in conversions YoY—making for a very happy holiday, indeed.

Popular resources



BriteVerify email verification ensures that an email address actually exists in real-time


The #1 global data quality tool used by thousands of Salesforce admins

GridBuddy Cloud

The most productive user experience in the Salesforce ecosystem

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality


Email deliverability, design, validation, DMARC, and analytics, all in one.


Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time