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Case study: Etam

Adapting and upgrading skills to meet the challenges of international deliverability

Coaching deliverability

Deliverability monitoring

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Etam called on Badsender after noticing a drop in open rates and to ensure the compliance of their email campaigns with the new deliverability rules introduced by Gmail and Yahoo as of January 2024. We brought our expertise to bear to explain these rules, verify their application and update their best practices.
case study about

01.Summary

Etam called on Badsender after noticing a drop in open rates and to ensure the compliance of their email campaigns with the new deliverability rules introduced by Gmail and Yahoo as of January 2024. We brought our expertise to bear to explain these rules, verify their application and update their best practices.

02.challenges

Etam faces several challenges:
  • Unstable campaign results, particularly a drop in opening rates.
  • Difficulties in tracking deliverability performance indicators on an international scale.
  • Difficulties in changing internal practices and reinforcing teams' skills in monitoring deliverability.

03.Solutions

  • Learn about Etam's deliverability environment.
  • Coaching sessions every two weeks for two and a half months.
  • Create customized dashboards in Salesforce Marketing Cloud to better track deliverability performance.
  • Anticipation of major events such as Black Friday or the Christmas period.
  • Implementation of a corrective action tracking table to optimize deliverability practices.
  • Detection and resolution of several incidents affecting deliverability.
  • Recommendations on the deployment of various technical elements such as DMARC and BIMI.

04.Result

  • Resolve delivery problems and increase open rates.
  • Critical periods such as Black Friday and Christmas passed without major incidents.
  • Increased competence of teams, now able to react effectively to deliverability incidents.
  • Increased autonomy thanks to internalized deliverability monitoring via customized dashboards.

Testimonials

Thanks to Jonathan's expertise and support, our email deliverability rate has improved considerably. He was able to quickly identify the major projects we needed to initiate, as well as advising us on quick-wins with rapid impact.