Case Study: Missguided restores mailing-list health and boosts open rates with Bloomreach Engagement

Missguided Heals its Mailing List with Bloomreach Engagement

Missguided, a fast-growing UK online fashion retailer, lost much of its consented mailing list after GDPR and began sending full database blasts, which led to spam complaints, ISP blocks and falling engagement. To fix their email health they worked with Bloomreach Engagement, using its Single Customer View and engagement optimization capabilities to rebuild a targeted, focused mailing list.

Bloomreach Engagement created engagement-based filters to keep only recipients who had recently interacted, shrinking the mailing list by about 50% within a week. Tests showed clear gains: a 3% overall open-rate lift and a 0.5% CTR increase versus full blasts, with top emails hitting 18% open rate in the UK and 20.9% in the USA (vs. 10%/11.8% previously). The effort preserved revenue—92% of email-driven revenue came from 50% of sends—improved deliverability by avoiding spam traps, and reduced costs while rebuilding sender reputation.

Missguided

Nicola Fox

Head of CRM