Case Study: River Island achieves 30.9% revenue-per-email lift and improved deliverability with Bloomreach Engagement

How River Island Enhanced a Great Email Marketing Program With Bloomreach Engagement

River Island, a popular high street fashion brand, had an effective email program but wanted to further optimize domain reputation, customer trust, and the right sending frequency to avoid unsubscribes without losing revenue. Bloomreach Engagement was brought in, using its Customer Data & Experience Platform and a Smart Newsletter/frequency-management approach to evaluate and refine River Island’s email strategy and campaign prioritization.

Bloomreach Engagement ran a multi-week A/B test implementing an out-of-the-box frequency management policy and campaign prioritization that segmented audiences by engagement and capped sends for lapsing/passive customers. The results: +30.9% revenue per email and +30.7% orders per email with a 22.5% drop in send volume; +0.2% revenue per customer; +26% open rates; and a 12.8% decrease in unsubscribe rates—improved deliverability and engagement without sacrificing revenue.

River Island

Kate Vezina

Senior CRM Manager