Case Study: Identity Direct boosts inbox placement and email performance with Return Path

Identity Direct optimises email marketing with Return Path

Identity Direct, a global direct marketer of personalized gifts, school supplies, labels and children’s products, relied heavily on email but was facing declining response rates after increasing campaign volume during the holiday season. The company had limited visibility into email performance and discovered that its newsletters were not being delivered consistently, prompting it to bring in Return Path for help.

Return Path identified technical issues in Identity Direct’s marketing automation setup, including problems with tagging and feedback loops, and helped resolve them while implementing ongoing monitoring through Return Path’s Email Optimization solution. Return Path also assisted with migration to a more flexible email automation platform and earned Return Certification for preferred inbox placement. As a result, inbox placement improved from 81% to a consistent 98% worldwide, with open rates rising more than 50% in the UK and over 70% in the US.

Identity Direct

Jodie Dunkley

eCommerce Director