Tormo & Asociados

“Mailrelay has managed to get our newsletters accepted on all the mail servers we’re trying to reach, as well as improve the reputation of our domains on those mail servers — something that, until a few months ago, we couldn’t achieve when we ran our email marketing campaigns with our previous provider.”

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Key Points

• Tests adapted to your real environment
• Improve the deliverability of your mailings
• Troubleshooting issues with Hotmail, Yahoo, etc.

About Tormo

Tormo Asociados was founded in 1991 and has a team of more than 80 people at its head office in Madrid, Spain. At the same time, it has offices in Lisbon and Sao Paulo to boost its international growth.

It has played an active role in creating and developing projects in more than 800 franchising companies, helping over 3,000 people join franchise networks.

All of this has made it a leading franchise consultancy firm in Spain, as well as one of the leading firms internationally.

It publishes annual statistical reports that are a benchmark for franchising in Spain, and produces publications such as the Franchise Guide (with more than 350,000 copies sold), Franquicias Hoy, and FRQ.

According to the Alexa Ranking, its website tormo.com is the number one portal dedicated to franchising internationally.

Objectives

The main reason we turned to Mailrelay was to have a reliable email provider we could trust to send our newsletters to the subscribers we had at the time, both on the franquiciashoy.es website and blog and on tormo.com.

The wide reach of all our email communications meant our previous mass-mailing service was unable to deliver them correctly, so we experienced a lower open/response rate than expected, and our newsletters were losing effectiveness at an alarming rate.

To have the guarantees we needed to use a new mass-mailing provider, we had to run real tests and have a flexible platform that adapted to our sending needs, so that every one of our legitimate subscribers would receive our communications in their inboxes.

Actions Taken

The company’s reputation, together with the conversations we had with its technical staff, allowed us to test the sending platform in a way that was personalized and adapted to the specifics of our newsletters. After that adaptation period, we were offered a personalized contract that was ideally suited to our sending needs.

Sending a newsletter or announcement by email isn’t just about putting together an HTML newsletter, attaching it to a subscriber list, and sending it out via SMTP — that’s why Mailrelay‘s technical team helped us every step of the way, making sure our newsletter designs were right to overcome the deliverability problems we’d inherited from our previous mass-mailing provider.

We’ve done everything we could, even in the face of early setbacks that led to us ending up on blacklists because of poorly designed newsletters.

Result

Mailrelay has managed to get our newsletters accepted on all the mail servers we’re trying to reach, as well as improve the reputation of our domains on those mail servers — something that, until a few months ago, we couldn’t achieve when we ran our email marketing campaigns with our previous provider.

The sending platform they offer is really solid and efficient, especially when it comes to sending speed and inbox penetration, but what we appreciate most is that, whenever there’s an issue, there’s an experienced professional on the other end of the phone.

Now every campaign we send is a success, both in views and clicks — the spam folder is no longer a concern for us.

“The rules of the game when it comes to mass email sending are set by the major ISPs (such as Hotmail, Yahoo, Gmail, AOL, etc.), and, just as with SEO, it’s extremely difficult to build campaigns that get through to ISP servers without at some point triggering spam false positives. With Mailrelay‘s help, we managed to improve our deliverability and get a much better response from our newsletters. Their support goes well beyond a simple support phone number or live chat — their technical advisors really understand your sending needs and are a huge help thanks to their extensive experience in email marketing.”

Carlos Blanco,
Email Marketing Manager, Tormo y Asociados.