Case Study: Itison achieves 11% higher open rates and near‑instant email delivery with Validity's Sender Certification

Itison improves email deliverability, leading to an 11% increase in open rates

itison, a Glasgow‑headquartered online deal marketplace with more than a million members across Scotland and northern England, relied on daily email alerts for roughly 70% of its site traffic but faced poor email deliverability and high greylisting that caused long delays (sometimes up to 10 minutes). To address this, itison engaged Validity and adopted Validity’s Sender Certification program to better understand and improve their true deliverability metrics.

Validity’s Sender Certification reduced filtering and throttling, enabling deliveries that previously took up to 10 minutes to arrive in seconds, and gave itison actionable certification data to spot issues early and experiment with content and sending strategies. As a result, itison saw an 11% increase in open rates, faster IP warming and expanded sending capacity, and overall improved inbox placement and campaign performance thanks to Validity.

itison

Gavin Montague

Head of Development