So you’ve got your deliverability all buttoned up and it’s smooth sailing. What could mess that up, right? Well then it’s decided that you’ll be switching to a new ESP, which immediately throws everything for a loop.
This is what happened recently to Rogers Media, one of Canada’s largest B2B publishing brands, who rely heavily on inbox placement for its revenue stream. Unfortunately, during the transition to their new ESP, deliverability started to go haywire. The new sending IP address did not have their previously-established reputation and their mail began to go to the spam folder as well as being blocked completely.
In order to turn this scenario around, Rogers Media reached out to Return Path for their email expertise and guidance. Working closely with the Return Path team, they were able to discover the root cause of these new deliverability issues, implement an action plan to fix the problem, and join Return Path Certification in order to keep this improvement inbox placement steady.
“Return Path helped us achieve our benchmark open rate throughout the entire ESP migration process,” said Shields. “Now our email programs are in better shape than ever. None of that would have been possible without Return Path.”
To learn more about how to make the migration to a new ESP easier, read our newest case study!
Lauren Harris is Return Path's Customer Marketing Manager for Email Optimization based in our California office. She enjoys working closely with Return Path customers first as an Account Coordinator, then Technical Account Manager and now from the marketing side. Outside of work, Lauren can be found snowboarding in the winter, taking beach trips in the summer, and cheering on the 49ers. Connect with her on LinkedIn.
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