Omnisend success story · Land data platform

How AcreValue took its email open rates from 5-7% to 60-70% by fixing its sender reputation.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

A land data company was sending useful emails that almost nobody saw, because mailbox providers had stopped trusting its domain. With a dedicated sending address, tighter segments and an automation that cleans the list, its emails went back to the inbox within weeks.

Business: AcreValue
Market: Ithaca, New York, serving US landowners and investors
Goal: Get its emails back into the inbox

Aerial view of green farm fields divided into curving plots

The results.

Compared with the open and click rates before the changes. Omnisend reports that deliverability improved within two to three weeks and does not state the year.

60-70%open rates after restoring its domain reputation, up from 5-7%
Nearly 1%click rate, up from 0.2%
Nearly 10%of inactive subscribers reactivated by a sunset automation in its first two months

Open and click rates as published by Omnisend. Open rates are affected by mail privacy features such as Apple Mail Privacy Protection, so clicks and site visits are the firmer measure.

The challenge.

AcreValue turns land data into insight for landowners, investors and the professionals who serve them. Email is how it keeps those users coming back to the platform, with regular updates and educational content.

The problem was reaching the inbox at all. Open rates had sunk to 5-7% and clicks to 0.2%, the signs of a damaged sender reputation: mailbox providers were filtering the company’s emails away from the people who had asked for them.

Omnisend customer segment cards for champions, loyalists, need nurturing and recent customers

What they did.

Dedicated sending IP · Engagement segments · Sunset automation · Daily educational emails

Moved to a dedicated sending address: With help from Omnisend’s own customer success team, AcreValue sent from a dedicated IP with a clean reputation, so its results no longer depended on other senders.
Sent to engaged people first: Highly segmented audiences put the most engaged subscribers first, which rebuilds trust with mailbox providers.
Cleaned the list automatically: A sunset automation reaches out to subscribers who have gone quiet and stops mailing those who stay silent.
Made every email worth opening: Daily educational emails with blog previews and links gave subscribers a reason to open, click and visit the site.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Reputation is earned per send: Mailbox providers watch how people react to your mail. Sending to people who open and click is the fastest way back to the inbox.
Quiet subscribers cost more than they look: Every inactive address that keeps getting mail drags down the reputation of every other send. Removing them protected the whole list.
Content gave a reason to engage: Useful, regular emails meant engagement kept rising after the fix, with email traffic to the website up 10%.
It works beyond online stores: Omnisend is built for ecommerce, but the same deliverability rules apply to a software company or any business that relies on email.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our Omnisend email, SMS and push management.

Diagnose delivery first: We check authentication, inbox placement, bounce and complaint rates before touching content, as part of our Omnisend email, SMS and push management.
Warm up and segment: New or damaged sending starts with your most engaged subscribers and grows from there, so the providers learn to trust you again.
Automate list hygiene: Sunset and re-engagement workflows run every day, so the list stays healthy without manual clean-ups.
Judge on clicks and visits: Open rates are unreliable since mail privacy changes. We report clicks, site visits and revenue, tied to the same numbers as your email marketing and ads.