Origins uses testing and deliverability best practices to improve email performance

Leading cosmetic retailer sees lifts in open, click and transaction rates by including
whitelisting instructions in their email template

Experian CheetahMail and Origins Natural Resources Inc., a multi-channel retailer of natural cosmetic, beauty and wellness products, wanted to determine the impact of utilizing whitelisting instructions in their email templates. Whitelisting instructions are lines of text in an email suggesting that a recipient add the sender’s ‘from’ address to their list of accepted email senders. Acknowledging potential benefits to their email program, Origins worked with Experian CheetahMail’s Strategic Services and Client Services Teams to determine the impact that whitelisting language would have on future email subscriber activity. The group’s finding was that Origins could gain significantly higher clickthroughs and transaction rates in the long-term, by including whitelisting instructions early in the customer lifecycle.

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