Challenge

ESP Migration and Email Channel Growth

FilterBuy is a leading air filter replacement brand, shipping to homes and businesses across the US.

After two years with SendGrid, FilterBuy were moving to the Klaviyo Email Service Provider (ESP) with no engagement data, only a handful of automated emails and no campaigns.

FilterBuy’s email marketing wasn’t as effective as it can be and they needed help to migrate the email list to Klaviyo, warm it up, and start sending out campaigns to a wide audience, with the ultimate goal of email revenue growth.

Results

138x Email Revenue Growth

While it may sound incredible, with the new email strategy, by April 2019 FilterBuy was earning 138 times the revenue compared to December 2018.

This chart depicts the email revenue growth by month, using December as the baseline.

Building an Engaged List

Here’s how Klaviyo describes the impact of engagement on the spam rates:
When you continue to send to people who haven’t engaged in months, inbox providers penalize you by placing more of your email into the spam folder. They assume you are “blasting” email to people who no longer want to receive it. When people stop opening your email, it’s an implicit sign that they are no longer interested.

FilterBuy’s spam rate was above what is considered critical and this was resolved by creating engaged segments to ensure that we are sending mail to people who want it.

In the first 4 months of the engagement, we decreased the spam rate from 0.24% in December 2018 to 0.06 in April 2019. The spam rate continued to drop although the volume of emails sent increased 61 times.

Let’s Talk Email

Our clients earn up to 118X monthly ROI from their email program.

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