Case Study: Tommy Bahama achieves 100% inbox deliverability with Return Path

Tommy Bahama’s email team made a big switch look easy, seamlessly migrating to a new ESP with a big assist from Return Path

Tommy Bahama, the iconic island-inspired lifestyle brand, needed to switch email service providers without damaging the strong IP reputation it had built as a certified sender on the Return Path whitelist. To manage the migration safely, Tommy Bahama worked with Return Path’s Professional Services team to plan the transition, audit the new ESP setup, and coordinate deliverability, authentication, and subscriber migration details.

Return Path implemented a customized IP warm-up and migration plan, provided training and ongoing guidance, and monitored deliverability throughout the transition using its email intelligence suite and certification program. The result was a smooth ESP changeover: Tommy Bahama reached 100% inbox deliverability at key ISPs within days, maintained inbox placement consistently above 90%, and had a misclassification issue resolved by Return Path within 48 hours.

Tommy Bahama

Lisa Atwood

Sr. VP E-Commerce