OpticsPlanet was planning to send a highly personalized email campaign to its VIP customers. It's not only difficult to create highly personalized emails with lots of testing, but at the same time that OpticsPlanet was experiencing a low number of messages in Microsoft's inbox. The team had to not only make sure these emails landed in their customers' inboxes, but also make sure they were returned correctly, no matter what device they were displayed on.
To test the rendering of the e-mail design, OpticsPlanet relies heavily on Return Path's Inbox Preview solution, which allows senders to preview campaigns by e-mail. mail on the latest devices, whether on mobile, webmail or computer platforms. "Return Path has provided us with an excellent email testing platform and excellent subject line comparison tool to make our emails and subject lines look great on all devices and mailbox providers." said Meghan O. Laughlin, senior promotions specialist at OpticsPlanet. ]
The next problem to address was increasing the placement rate of their inbox at Microsoft. O'Laughlin explains, "By working with us to start sending to our most engaged subscribers first, Return Path has improved our deliverability for Microsoft. This has significantly improved the opening rates of our email program. In fact, this highly personalized campaign had the highest total opening rate of all emails sent by OpticsPlanet that year, at a rate of 228% (due to multiple openings) and a total number of clicks. through the 95 percent rate.
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