Sharpe Helps Western Union Deliver - Successfully
Your message is irrelevant if your consumer never receives the email to start with. This was one of the biggest challenges for Western Union: not enough of the emails sent were making it into the recipient’s inbox.
Sharpe Partners evaluated the major issues affecting email deliverability and addressed them individually.
Strict list cleansing and hygiene processes were employed to clear out old, unused, or inaccurate email addresses from the database. Inactive subscribers were then identified for re-engagement messaging.
Factors that affect ISP reputation scores were identified and guidelines developed for creative and HTML coding to reduce the risk of ISP blocking. An ‘add to address book’ instruction link in the standard header helped to increase white list opportunities.
Open communication was developed with ISPs, along with the introduction of a monitoring service suite, to help resolve current blocks and reduce the likelihood of future blocks.
Finally, text message formats were optimized for mobile subscribers and slower web browsers.
The above implementation led to a 15% increase in delivery rates in the first year of the email program. Current program delivery is at a 19% increase over the initial program average.
