Case Study: icelolly.com achieves a 5% open-rate lift in two months with Validity's Return Path

icelolly.com Improved Open Rates By 5% In Two Months Using Return Path

icelolly.com, the UK’s leading holiday comparison website, ran a large opt‑in email programme sending weekly deals and price alerts to a multi‑million database but had not been monitoring inbox placement. CRM and Email Marketing Manager Darren Kunar engaged Validity, using Return Path’s Inbox Monitor and its Certification programme, to gain visibility into where messages were being filtered or blocked and to improve deliverability.

Validity used Inbox Monitor to identify mailbox‑specific deliverability issues and recommended Return Path Certification; after certification and template optimizations (larger CTAs and more clickable links), icelolly.com saw open rates increase by 5% within two months and click‑through rates rise 6%, with messages reaching inboxes across previously problematic providers and measurable gains in engagement and ROI.

icelolly.com

Darren Kunar

Marketing Manager