Professional Choice Hair and Beauty is a wholesale supplier that had been producing monthly newsletters in-house. The business wanted its campaigns to perform better and recognised that it needed both dedicated email marketing software and experienced help with planning, design and delivery.

Improve delivery and reduce unsubscribes

The team brought in Gemma Russo from Green Opal Digital to review the existing approach and develop more effective campaigns. Improving delivery and reducing unsubscribes were priorities, alongside building the team’s confidence with email marketing.

Clean the list and review the sending process

Gemma began by looking at the mailing data and the emails being sent. Email Blaster’s List Ai cleaning tools helped the team work through the list, while the campaign spam checker provided feedback that could be used to refine each email before sending.

The review also uncovered an issue with the sending process: contacts had historically been receiving the mailing twice. Addressing that duplication was an important part of improving the experience for subscribers, as well as reviewing the quality of the addresses themselves.

Higher delivery and fewer unsubscribes

Average delivery increased from 89% to 98%, with two campaigns reaching a reported 100% delivery rate. Unsubscribes fell from 2.6% to below 1%. With the mailing database cleaned and the sending process improved, the team’s next step was to explore A/B testing.

For Gemma, the combination of accessible support and straightforward list-cleaning tools made it easier to get comfortable with the platform.

“what I really like about Email Blaster is the support that has been provided”

Gemma Russo · Green Opal Digital

The Sir Henry Royce Memorial Foundation supports engineering education and career development, while preserving the archive and museum material associated with Sir Henry Royce. Its work connects a wider community of Rolls-Royce enthusiasts with the Foundation’s charitable aims.

Reach supporters more consistently

Communication had previously relied on post and was often irregular. The Foundation wanted a more organised way to keep supporters informed, promote events, send newsletters and reports to members, and invite charitable support.

The trustees also wanted to improve communication with the wider community, rather than limiting updates to the relatively small number of email addresses already held.

Grow an audience through direct opt-ins

The Foundation worked with Email Blaster to develop an email programme around contacts who had expressed a willingness to receive updates. Email-address collection was added to postal communications and event enquiry forms, alongside activity on the website.

Starting with several hundred addresses, the Foundation grew its list into the thousands. It used existing templates alongside additional designs for newsletters, events and special appeals, giving different communications a repeatable structure.

There had been some concern about learning a new system with limited computing experience. The team found the workflow easy to operate and quickly became comfortable importing lists, preparing newsletters, selecting recipients, sending campaigns and reviewing results.

Support with delivery

Some recipients’ firewall and spam-filter settings caused delivery difficulties. Email Blaster’s support team helped the Foundation work through those issues, while the reporting tools gave it a clearer view of delivery, recorded opens and visits to links on the Foundation’s website.

A growing readership and closer connections

The case study described routine campaigns achieving reported delivery rates of 100%, alongside fewer complaints about missing updates. More regular event communications were associated with increased attendance and income.

The result was a more consistent communication programme, reaching a larger community and supporting the Foundation’s events and charitable work.