How Peacocks Achieved Sustainable Deliverability Success With Mapp

A Multi-Faceted Approach to Improving Email Deliverability

Mapp and Peacocks implemented a comprehensive, multi-step approach that focused on improving data quality, optimising email traffic, and re-engaging customers. Over several months, the following solutions were deployed:

1. Scanning legacy data for clean-up Mapp ran a thorough scan of Peacocks legacy data to identify outdated or irrelevant email records. This helped improve their overall sender reputation.
2. Implementing inline real-time verification Leveraging the partnership with GBG Loqate, Mapp implemented real-time inline email verification to reduce typos and prevent invalid email addresses from entering the Peacocks-database. This immediate validation process ensures that only valid email addresses made it into Peacocks’ database.
3. Creating dedicated segments for Microsoft To monitor performance, Mapp created dedicated segments specifically for Microsoft. This segmentation allowed for managing and monitoring the performance separately to other ISPs, ensuring accurate reporting.
4. Revamping ongoing list hygiene, based on engagement and reactivation Peacocks had a reactivation/re-engagement journey in place, but the Mapp experts spent time revamping this journey to ensure its effectiveness. This involved adjusting suppression boundaries for non-engaged contacts while ensuring ongoing monitoring from Deliverability. This safeguarded Peacocks’ reputation and improved inbox placement over time.

The comprehensive approach delivered strong results. Initially, Microsoft open rates were around 50%. Mapp stepped in when they dropped to approximately 9-10%. After implementing the measures mentioned above, open rates steadily climbed, reaching 60-70%, an improvement of 51-61%. The performance continues to remain strong, with Microsoft open rates consistently on par or outperforming Gmail and Yahoo.

Through legacy data scans, real-time validation, targeted segmentation and revamped engagement-based list hygiene, Peacocks successfully restored inbox placement and maintained strong performance.

For fashion retailers like Peacocks, improving email deliverability requires a strategic, long-term effort. The Mapp Deliverability team supported Peacocks every step of the way, providing expert guidance and strategic advice.

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