Case study: how Rossmann builds high deliverability – one effective solution for email and SMS campaigns

The cooperation of Rossmann, one of the largest drugstore chains in Europe, with the EmailLabs platform can serve as a great example of how to effectively build the best deliverability of advertising emails while offering the client a scalable and effective solution for sending email and SMS campaigns.

Polish market: infrastructure warm-up does not work here

The European market of email providers is very specific, meaning that almost every country is dominated by a different local provider. Besides, in contrast to global providers like Gmail, in Poland infrastructure warm-up, which translates into a gradual increase of mailings, doesn’t bring desirable results, which was the case of Rossmann – despite a warm-up, the situation did not improve, and the IT department was still receiving messages about exceeding the time limits.

Integration with EmailLabs ensures whitelisting by all major Polish providers

To ensure a high deliverability rate on the Polish market, the basic condition is to meet the requirements of the local ISPs. By integrating with EmailLabs (as Rossmann has done), the client automatically receives a full certification from Polish providers, as a result the client gains the so-called deliverability guarantee, i.e. bypassing the limits of the number of messages received at a given time, preventing alerts from popping out when clicking on an email (WP and O2 mailboxes) and bypassing SPAM folders (when good email sending practices are applied).

Another benefit offered by our solution is the access to advanced analytics, which allows you to monitor the effects of your emails and check the logs, i.e. the details of each message in real-time.

Email and SMS campaigns: added value from EmailLabs

Rossmann has a wide variety of its systems for carrying out various business processes (e.g. marketing, sales, e-commerce or customer service) and was looking for a solution that allows sending SMS and email campaigns from different IT systems simultaneously. That is why the client opted for a ready-made solution by EmailLabs that would meet all business needs in that respect.

As a result of the growing volume of mailings the German drug store also established the need to increase overall throughput. At the same time, the customer required scalability depending on the rate of growth of the database. In this context, it is worth mentioning that Rossmann has one of the largest databases in Poland, so the challenges in this aspect were extremely high.

Increased efficiency of email and SMS campaigns

Full implementation was preceded by numerous tests, which showed that the solution is in line with expectations and will achieve all business goals of the client. The cooperation with EmailLabs allows Rossmann to significantly minimize problems with exceeding provider time limits and with throughput, i.e. the number of messages sent in a strictly specified time.

Vercom offers multiple ways of communication, proving its flexibility and understanding of the customer’s business needs. Thanks to the Vercom API interface, the client can send email and SMS campaigns via different systems. Independently, Rossmann can also use the Web Application with the database coming from the API, which allows the marketing team to carry out marketing emails campaigns on their own, without the need to involve the IT department staff.

Yet another goal which was achieved is a dedicated bandwidth allowing fast execution of frequent email and SMS campaigns. Thanks to the high scalability, Rossmann can adjust the resources to the pace of database growth and can perform million-dollar mailings within 1 hour.

Rossmann has gained access to the analytical panel which allows independent tracking of dispatch results, together with detailed logs: statuses of each single email message, messages returned by providers, or history of clicked links. The customer can also count on the EmailLabs team’s VIP support, which constantly monitors the situation so that possible problems can be solved proactively.

EmailLabs: why does the cooperation pay off?

The cooperation between EmailLabs and Rossmann proves that whitelisted infrastructure and adjusting to the requirements of local mail providers together allow achieving high email deliverability. Besides, EmailLabs is constantly monitoring changing anti-spam policies, so the customer is always up-to-date with the latest rules imposed by the providers. It is also worth mentioning that unlike international corporations EmailLabs specializes in local deliverability, so it offers the best results both in Poland and in the whole CEE region.