Challenge

With changing Google & Yahoo guidelines in early 2024, like many brands, Aviator Nation found themselves overwhelmed with the uncertainty of the deliverability landscape. The newly enforced sending guidelines came with technical jargon around domain authentication, DMARC, and more, creating concerns around the future of their most lucrative marketing channel. When seeking help from their ESP at the time, Aviator Nation felt they could use more hands-on support and guidance.

“We were overwhelmed by the changes in the email landscape, and we needed a true partner, an extension of our team," says Curtis Ulrich, Director of eCommerce. This prompted the need to change their ESP, while also seeing an opportunity to refine their email marketing strategy in favor of a more segmented approach, using customer data to reach shoppers in the right moments.

Solution

Email migrations can feel overwhelming, but Yotpo eased their concerns by seamlessly cloning existing flows, lists, and templates, and building a thoughtful list-warming plan. "Rebuilding your sending reputation can be nerve wracking, but by building us a custom list warming plan to get to our full sending capacity in just a few weeks, Yotpo took away any of that fear and uncertainty,” shares Curtis. As a result, the brand has seen improved deliverability than with their previous ESP- growing open rates by 34% and keeping hard bounce and spam rates well below benchmarks.

Once up and running, it was time to tackle their segmentation goals. Partnering with their Yotpo strategists, and with Email and SMS now in one place, Aviator began tailoring their messages so that the most engaged customers hear from the brand at the right moments - but also on the right channels. The compounding results of more emails reaching customers’ inboxes, deeper segmentation, and a true multi-channel approach have significantly improved key metrics like Click Rate.

Yotpo’s dedicated Strategists for Aviator Nation collaborate on integrated strategies that align their goals across Reviews and Loyalty, as well as SMS and Email. “If you’re a brand who appreciates an extension of your team, you’ll not only save time, but you’ll begin to see the results of a truly integrated marketing program,” says Curtis.

Results

After migrating to Yotpo Email, Aviator Nation has seen a significant improvement in both deliverability and engagement metrics - with more emails successfully arriving in inboxes for their audience to engage with due to their thoughtful list warming process. In fact, Aviator Nation’s average Open Rate has increased to 63% - well above the industry average.

Aviator’s Click Rate has increased 15% since making the switch, over 2.7% higher than the fashion industry average. The team has adopted an approach that reflects their customer’s desire to get the right email at the right time.

Their retention marketing now feels unified, with Yotpo's team acting as a true extension of their own. This has saved them time and boosted efficiency, making their marketing efforts more effective. Migrating email over to Yotpo was a fruitful decision - between the improved email performance, hands-on strategy team and significantly stronger ROIx.

Recent Case Studies