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How GBG Loqate’s Email Validation Helped Peacocks Recover Deliverability and Drive Revenue

Peacocks, a well-known British fashion retailer, faced a critical challenge when email open rates for Microsoft domains (including Outlook and Hotmail) dropped dramatically from a healthy 50% to just 9%. While Gmail and Yahoo remained stable, the Microsoft decline threatened customer engagement and revenue. To address this, Peacocks worked with Mapp’s deliverability experts and integrated GBG Loqate’s real-time email validation to improve data quality and restore performance.

The Challenge

Peacocks needed to quickly recover from a sharp drop in open rates across Microsoft domains. Poor data quality and outdated records were contributing to failed inbox placement, risking lost revenue and customer trust.

The Solution: Powered by GBG Loqate

Together, Peacocks, Mapp, and GBG Loqate implemented a multi-step plan focused on improving data integrity, refining audience segmentation, and enhancing engagement strategies:

  • Legacy Data Cleanse: To improve sender reputation and reduce the risk of deliverability issues, Peacocks conducted a thorough clean-up of their legacy email database. This process was powered by Loqate’s Email Batch Cleanse API, which scanned historical records to identify and remove invalid, outdated, or risky email addresses.

  • Inline Email Verification: Loqate’s real-time email validation was embedded into Peacocks’ data capture process, preventing typos and invalid addresses from entering the system ensuring only clean, accurate data is stored.

  • Enhanced List Hygiene & Re-engagement: Peacocks’ existing reactivation journey was refined to better target inactive users, with suppression rules and engagement tracking helping to protect sender reputation and boost deliverability.

The Results

Thanks to the combined efforts of Mapp and GBG Loqate, Peacocks saw a dramatic turnaround:

  • Improved sender reputation and reduced support queries
  • +61% Increase in Microsoft open rates
  • +2% Attributed revenue growth (YoY)

Key Takeaways

This success story highlights the power of combining strategic deliverability expertise with Loqate’s real-time data validation. For retailers like Peacocks, maintaining clean, accurate customer data is essential to sustaining high performance and customer trust.

Loqate’s data validation technology not only helped to support recovery but also helped Peacocks to unlock long-term deliverability success and measurable commercial growth.

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Capture

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Email Validation

Improve email delivery rates and drive effective communications, validating customer email addresses in real time.