Highest deliverability for ideally customized emails

Case study: Vorwerk impresses worldwide with mailings that perform

Sending 15 million emails to 50 countries and in 20 different languages - visually appealing and with maximum delivery rate. This was the challenge facing Vorwerk. For one thing, the manufacturer of household electrical appliances needed mailing templates that were optimally tailored to the challenges of email marketing. For this project, Vorwerk still needed a partner who was familiar with the mass dispatch of emails and could positively influence the delivery of the mailings. Inxmail supported Vorwerk in this project with convincing results.


Millions of small hurdles

From automated vacuum robots to multifunctional kitchen machines - Vorwerk appliances are designed to make everyday life easier. The family-owned company informs its customers about the latest innovations via newsletter.

For larger campaigns, news is to be sent to all readers in the distribution list. Vorwerk therefore has to face a number of challenges before sending out the newsletter: With more than 15 million emails in around 50 countries, technical expertise is needed to reach the inboxes of all recipients. A high reputation, knowledge of dispatch mechanisms and reliable servers are basic requirements for this.

Vorwerk faces a particular challenge here: so-called mandatory emails. These mailings do not contain advertising, but important information such as product information or changes to the general terms and conditions - and must reach end consumers. However, such mailings carry the risk of an increased bounce rate. Vorwerk now wants to ensure that the valuable information reaches the recipients.

But that's not all: once the emails have been delivered, they also have to look good. That's why Vorwerk wanted an email marketing tool that would allow them to create mailing templates quickly and easily. On the one hand, these templates had to faithfully reproduce the company's corporate design, and on the other, they had to be flexible enough to be adapted to new campaigns. Vorwerk tackled the project together with Inxmail.


Performance always fully in view

Inxmail offered exactly the right service for Vorwerk in the form of mailing management. Before it's time to send out millions of mandatory emails, some preparations have to be made. The key to this is the technical setup of the mailing infrastructure.

As a first measure, Inxmail optimized the distribution list: Years of experience enabled the Inxmail team of experts to take measures to increase deliverability to the maximum before sending. Vorwerk then had Inxmail set up a dedicated sub-domain for the campaign emails. This includes domain authentication so that the company can be uniquely verified when sending. The sub-domain eliminates the risk of an increased bounce rate having a negative impact on the reputation of the main domain - which would have devastating consequences for Vorwerk.

However, there are other things to consider when sending so many mandatory emails at once. The most important thing is that editors should limit their content to the essentials. It is also best to avoid links or only include those that are urgently needed.

In order to maximize the deliverability of the global dispatch, Inxmail was in direct contact with the most important mailbox providers. In the end, Vorwerk was pleased with the extremely high delivery rate.

In order to be even better prepared for the demands of email marketing in the future, Vorwerk switched to Inxmail New Xperience. The email editor can be used to create highly personalized mailings that precisely replicate the corporate design to the pixel. To get started with New Xperience, Vorwerk took advantage of the template design service: this provided the company with a powerful basis for future mailings that is visually appealing on any end device. After a very short time, Vorwerk's editors were already able to create their highly personalized, multilingual mailings on their own. For new campaigns, the templates are flexibly adapted and quickly implemented. In the event of resource bottlenecks, Vorwerk can always rely on the support of Inxmail: When a large mailing is due, Inxmail monitors the dispatch and ensures that there are no problems from a technical perspective.


„Professional and technical advice at eye level: with Inxmail, we send visually appealing mailings worldwide that are sure to be received."

Berenice Martínez Cid

Marketing Manager at Vorwerk Group

About Vorwerk

A company with global commitment: Vorwerk stands for high-quality household appliances. Sustainable strategies have always ensured the success of the family-owned company. The products stand for innovation and quality and have delighted customers for generations. In order to guarantee the high quality standards, the development and production of all Thermomix®, Kobold and Temial products is carried out by Vorwerk itself.




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