Reviving Email Deliverability - Cleaning Up the List for ABtech Training

ABtech Training, a leading player in the employee training and development industry, faced a concerning challenge. Their email deliverability was suffering, and they were frequently listed on various email blacklists. These issues were hindering their ability to effectively communicate with their corporate clients, HR professionals, and course participants.

The Initial Situation:

Upon a thorough evaluation of ABtech Training's email marketing strategy, we identified several critical issues:

1. Low Email Deliverability : The client's emails were not reaching their corporate clients, HR professionals, and course participants, leading to a significant drop in engagement and conversions.

2. Daily Listing : ABtech Training's sending domain was frequently listed on various email blacklists, contributing to the low deliverability rates.

3. Inactivity and Bounces : A substantial portion of their email list consisted of inactive subscribers and email addresses that were bouncing.

Our Approach:

To tackle these challenges and enhance email deliverability, we implemented a strategic approach:

1. Mailing List Cleaning:

We initiated a meticulous list cleaning process. This involved identifying and removing invalid email addresses, hard bounces, and dormant subscribers. The objective was to create a leaner, more engaged list.

2. Re-Engagement Campaigns:

We designed and executed re-engagement email campaigns targeting the dormant subscribers. These campaigns offered exclusive training content, promotions, and surveys to rekindle their interest.

3. Email Authentication:

We implemented proper email authentication protocols, including SPF, DKIM, and DMARC, to secure ABtech Training's sending domain and prove its legitimacy.

4. Deliverability Monitoring:

We set up tools and processes to continuously monitor email deliverability and made adjustments as needed to address any emerging issues promptly.

5. Content Optimization:

We revamped the content strategy to ensure it was more engaging and relevant to their audience, primarily HR professionals, corporate clients, and course participants. This involved A/B testing, personalization, and segment-specific content.

Results:

Our comprehensive efforts led to significant improvements for ABtech Training:

1. Increased Deliverability : With a cleaned list and improved email authentication, ABtech Training's email deliverability rates experienced a noticeable increase. Their emails were no longer relegated to spam folders, ensuring that their important training updates and offers reached their intended recipients.

2. Daily Listing Mitigated : Daily listings on blacklists became a rare occurrence. The consistent monitoring of deliverability and rapid responses to issues played a crucial role in reducing listings.

3. Improved Engagement : The re-engagement campaigns successfully rekindled interest from many previously inactive subscribers. Open and click-through rates improved, leading to better engagement with their training content.

4. Reduced Costs : With a cleaner list and more focused campaigns, AZtech Training realized cost savings by not sending emails to unengaged or invalid addresses. This optimized their email marketing budget.

Conclusion:

This case study demonstrates how our email marketing consultancy, in collaboration with AZtech Training, successfully addressed email deliverability issues and frequent listings. By cleaning the mailing list, implementing email authentication, and optimizing content, we not only improved deliverability but also reinvigorated AZtech Training's email marketing efforts. They now enjoy higher engagement rates and cost savings, highlighting the importance of a healthy mailing list for email marketing success.