The Challenges:

As a global telecommunication service leader, the brand depended on emails to carry out its business operations. As a result, the smooth delivery of these emails to customer’s inboxes posed a continuous challenge.

Clients encountered the challenges Mentioned Below:

• Create feedback loops with major Internet Service Providers (ISPs) to receive notifications regarding user complaints. 
• Take proactive measures to address and resolve any complaints to maintain a positive sender reputation. 
• Properly configure Reverse DNS (rDNS) for optimal email deliverability. Implement a transparent opt-in process for subscribers. 
• To comply with regulations and minimize the risk of being marked as spam, every email should include a visible and easy-to-use unsubscribe mechanism.  
• Regularly check if your IP address or domain is listed on any email blacklists and take immediate action to remove it if necessary. 
• Ensure that your emails are mobile-friendly and display correctly on different devices. 

Kenscio Proposed the following Solutions for the Campaign:

• To enhance the authenticity of emails, Kenscio ensured that the SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail) were configured correctly.
• We recommended the removal of inactive or invalid email addresses as a mandatory step in cleaning email lists. 
• To improve email deliverability, we suggested avoiding spam trigger words or phrases in the email content and using dedicated IP addresses
• For high-volume emails, we recommend a dedicated IP address. It will help to improve the deliverability and maintain the sender’s reputation.
• Kenscio emphasized the importance of email engagement metrics such as open rates, CTRs, and bounce rates. These metrics will help refine the email strategy and create more compelling content. 

Campaign Execution:

We conducted a thorough analysis of the content, which involved checking for spam, predicting subject lines, evaluating the performance of subheaders, and ensuring that the content and context were appealing.

• We conducted a comprehensive audit of inbox deliverability to determine the reasons for the lack of success in delivering emails to the inbox.
• During the initial warm-up stage, we took the necessary measures to ensure the mailers were successfully delivered to both the Inbox and Primary tab.
• We segmented the active audience into logical groups and performed A/B testing on subject lines and content to ensure precise placement in the inbox.
• We consistently monitored and updated the client as needed, providing them a superior customer service experience.
• We focussed on real-time monitoring and adjusting to enhance the overall customer service experience.

Solution:

• The campaign performance showed significant improvement following the resolution of the obstacles.
• Kenscio managed to restore the client’s IP and domain reputation.
• Through A/B testing, Kenscio experimented with different subject lines and email content, verifying that a large chunk of emails were successfully delivered to the recipient’s inboxes.
• Additionally, Kenscio successfully dealt with issues regarding spam, blocking, and blacklisting specific to ESPs.

Results

Furthermore, Kenscio also tackled spam concerns that specifically target ESPs, along with issues related to blocking and being listed on blacklists.

Campaign Metrics

• Improved the average open rate to 18%-20% 
• Improved inboxing to 90%
• Spam reduced to 0.1-0.2% 
• Implemented BIMI for good engagement with a 70:30 image-to-text ratio

Conclusion:

This case study demonstrates how strategic planning, effective implementation, and ongoing monitoring can overcome marketing challenges, greatly enhance the impact of email campaigns, and increase client satisfaction.