Case Study: River Island boosts email revenue and engagement with Bloomreach

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

River Island, a popular high street fashion brand, already had a strong email marketing program but wanted to further optimize performance, improve domain reputation, and reduce inefficiencies without hurting revenue. Using Bloomreach’s Loomi AI and Email Marketing capabilities, the team looked for the right balance between sending enough emails to engaged customers and avoiding over-mailing inactive subscribers.

Bloomreach implemented a smart newsletter frequency-management policy through a two-phase A/B test, plus campaign prioritization to control how many emails customers received. The results were significant: revenue per email rose 30.9%, open rates increased 26%, unsubscribe rates fell 12.8%, and orders per email increased 30.7% despite a 22.5% reduction in send volume.

River Island

Kate Vezina

CRM Lead