Challenge
Year-on-year engagement decline driven by lapsing subscribers and falling inbox placement.

Deliverability issues, generic content, and limited use of customer data weakened retention and loyalty performance.

Approach

Conducted deep analysis of data quality, segmentation, and content performance to identify engagement drop-off points.

Optimised deliverability through improved list hygiene, authentication protocols, and audience management.

Introduced dynamic, data-driven experiences and personalised communications to re-activate dormant segments.

Results

• Recovered deliverability to >95% inbox placement
• 22% uplift in engagement from re-activated lapsed customers
• Established new personalisation framework to sustain long-term retention growth