How ORRA Ensured High-Volume Email Success with Adaptive IP and Priority Sending via cmercury
Client Overview
ORRA Fine Jewellery is one of India’s most iconic luxury jewellery brands, with a legacy rooted in artistry since 1888. Known for its innovative designs, exceptional craftsmanship, and pioneering spirit, ORRA boasts over 95 stores across 40 cities. Their collection spans traditional and modern styles—from their renowned 73-facet ORRA Crown Star diamond to the cutting-edge lab-grown ‘Divaa’ line. ORRA is not just a jeweller, but a storyteller of elegance, offering every customer a touch of timeless luxury.
The Challenges
As a premium retail brand with a nationwide presence, ORRA runs frequent high-volume email campaigns for product launches, festive promotions, and personalized offers. However, with this scale came the challenge of:
- Maintaining top-tier deliverability during bulk sends
- Avoiding IP throttling or blacklisting when email volume spikes
- Ensuring that the most engaged and valuable users were prioritized for the best possible campaign performance
Solution:
To meet ORRA’s advanced scale and performance needs, cmercury implemented a
multi-layered delivery strategy using its adaptive sending infrastructure.
✅ Adaptive IP Switching for Large Volumes
During high-volume campaigns, the platform intelligently switched between IPs based on volume thresholds and delivery health. This dynamic flow helped:
- Distribute load across IPs
- Maintain a strong sender reputation
- Prevent deliverability dips during traffic spikes
✅ Engagement-Based Priority Sending
We ensured that emails were sent first to the most responsive segments, improving engagement metrics early in the campaign window. This led to:
- Higher initial open and click rates
- Better inbox placement for subsequent batches
The Results
📈 Improved Deliverability at Scale
Even with large sending volumes, ORRA experienced consistent inbox placement across ISPs—ensuring every campaign reached its audience effectively.
🔥 Faster Engagement and Higher Opens
Priority-based sending ensured key users engaged first, improving overall campaign health and response rates.
🔒 Maintained IP Health & Sender Reputation
By dynamically managing IP usage, ORRA avoided any blacklisting risks—even during aggressive marketing pushes.
What Our Clients Say
“With cmercury’s intelligent delivery engine, we’ve been able to scale our email marketing without compromising on performance. The adaptive IP flow and priority targeting help us ensure every campaign lands with precision, just like our jewellery.”
Team ORRA
Conclusion
ORRA’s story is a shining example of how brands with high email volumes can still maintain finesse, precision, and personalization—when powered by the right tech. With cmercury’s adaptive infrastructure and smart targeting tools, ORRA continues to dazzle not just in-store but in the inbox too.
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Scale Your Email Marketing with Confidence
Avoid throttling, maintain IP health, and boost opens, just like ORRA did with cmercury.