Flawless global communications: How Burson unified email operations across 43 markets with Sinch Mailjet
For Burson, a global communications agency, email is the primary way its team reaches clients. Over time, teams across Burson’s 43 markets adopted their own tools and processes, creating a tangled web of email systems.
This lack of standardization made it difficult to track performance, maintain compliance, and ensure high deliverability. Burson began searching for an email platform to satisfy all of its agencies’ and teams’ needs.
Solution: Finding the right balance of control and flexibility
After evaluating more than 30 email platforms, Burson landed on Sinch Mailjet. Now, every team that relies on email has access to:
- A flexible, user-friendly email editor for both simple and custom-designed campaigns
- List management and segmentation capabilities to send relevant, personalized messages while maintaining opt-in and opt-out regulations across markets
- List hygiene tools to automatically remove bounce-backs, flag invalid addresses, and update suppression lists
- Real-time tracking of campaign performance, including open rates, click-through rates, and other engagement metrics
Within three months, Burson onboarded thousands of staff members of its agency network with the support of Sinch Mailjet’s dedicated onboarding team. This included hands-on product training, live Q&A sessions, and access to an online resource hub. Sinch Mailjet also set up a dedicated subdomain for each office to help maintain a positive domain reputation and high deliverability.
Mailjet gives us the perfect balance of control and flexibility, as well as global standardization with local adaptability.
Result: Boosting engagement and deliverability to new heights
With Sinch Mailjet, Burson standardized email communications across its global agency network and doubled its email send volume month over month. Today, its top-performing offices send over 100,000 emails each month.
By leveraging Sinch Mailjet’s analytics and reporting capabilities, Burson can now track email performance across all markets, fine-tune engagement strategies, and optimize campaign effectiveness. The global communications agency has an average open rate of 30% — well above the 15.1% B2B industry benchmark.
Additionally, Burson’s email delivery rates consistently remain above 90%, surpassing the average deliverability rate of 83.1% across various email service providers. These metrics are particularly impressive considering emails sent to B2B destinations, often present more stringent filtering and engagement challenges.
The transition to Sinch Mailjet also improved Burson’s domain reputation. Sinch Mailjet’s built-in reporting features, as well as comprehensive reports provided by the deliverability services team, helped identify actions to take regarding contacts management to maximize deliverability and domain reputation.
Each team has now its own dedicated subdomain, which allows them to operate independently and keep the primary domain reputation secure. Subdomains that started sending emails have already established a high reputation, as confirmed by Google Postmaster Tools.
Sinch Mailjet helps us maintain a strong domain reputation with clean lists, better deliverability, and compliance across all offices.
With a scalable, data-driven email solution in place, the global communications agency Burson is empowering its teams to drive higher client engagement globally.
