Case Study: The Loyalty Co achieves 99% inbox placement (2× increase) with Validity

Validity’s Everest email optimization platform helps TheLoyaltyCo. double their inbox placement to 99%

The Loyalty Co (TLC), a loyalty and technology specialist managing Club Individual for Individual Restaurants (1M+ subscribers), was struggling with poor email deliverability: sub‑optimal sender reputation, high complaint and spam‑trap rates, and more than half of messages landing in spam at major mailbox providers. To address these issues they engaged Validity, deploying its Everest email optimization platform alongside BriteVerify and Certification.

Validity implemented Everest for reputation monitoring and inbox‑placement seeding, used BriteVerify to clean the list, and activated Certification plus render/device testing to improve delivery and engagement. The result: inbox placement doubled from 45% to 99%, BriteVerify identified ~10% invalid/risky addresses and spam‑trap hits fell to roughly a quarter of prior levels, unknown user rates dropped 77%, average Sender Scores reached 99, and open/click rates rose (opens 1.5x, clicks 1.9x, click‑to‑open 1.2x), driving higher engagement and revenue—prompting TLC to expand its use of Validity’s solutions.

The Loyalty Co

Adam Purslow

Chief Executive Officer