Rightmove partners with the Braze Email Deliverability Services team to reduce bounce rates by 50%
2026-03-07 18:21 Diff
https://www.braze.com/customers/rightmove-case-study

Rightmove, the largest property platform in the UK, is focused on giving everyone the belief they can make their move by providing buyers, sellers, and renters with the tools and expertise they need throughout their home-moving journey.

A comprehensive email strategy has long been a key component of supporting people on the move. The Rightmove team sends between two and six million emails each day, ranging from property alerts for those actively searching for new homes to curated guides that help prospective buyers determine what’s important to them in a property. The team manages a large, active contact base and continuously works toward providing personalized experiences that inspire belief in the right place, at the right time, to the right person.

A strategic migration, under pressure

While Rightmove had a robust email marketing program in place, the CRM team felt they were unable to leverage user data to truly personalize emails—especially at scale—with their previous provider. Large-scale email sends were taking more than four hours to complete, limiting their ability to deliver time-critical messages when home movers needed them most.

This led the CRM team to evaluate other tools, with an eye towards a platform that would unlock deeper personalization and open opportunities to reach new audiences through additional channels. This represented a step in a new direction, and the team selected Braze.

The next challenge was to undertake a migration that began in September and needed to be completed, at full sending capacity, by the end of December. The timeline was tight, but Rightmove worked with the Braze Email Deliverability Services team on a comprehensive, phased migration plan customized to their goals and challenges. A key part of this was developing a practical IP warming strategy that could meet the deadline without compromising email engagement.

IP warming goals completed ahead of schedule

Considering Rightmove’s goals, it was essential to begin by putting the right strategy in place, including:

  • Infrastructure: Rightmove procured 11 new IP addresses and 4 new sending domains, with Braze assisting in forecasting capacity requirements based on audience volumes and send cadence. Separate subdomains were established for different campaign types, splitting transactional emails from alerts and marketing communications to protect the most critical sends.
  • Data cleanse: The team ran a database cleanse, excluding ‘bad’ email addresses and invalid emails that previously bounced.
  • Audience prioritization: Using data from their prior platform, the team identified their most engaged audiences and curated segments to target. These audiences were prioritized first as part of the IP warming process to help establish a strong sender reputation. Volumes were then ramped daily across subdomains.
  • Real-time targeting: With the capabilities of the Braze Data Platform at their fingertips, the Rightmove team is now able personalize and send highly relevant emails right when movers need that information most.
  • Robust monitoring: Rightmove implemented daily reporting and weekly check-ins to ensure they were achieving proper inbox placement with mailbox providers. The Braze team provided continuous monitoring of email logs to identify patterns and quickly resolve issues with major providers, such as Apple and Microsoft. They also implemented tactical reputation boosters like Apple Branded Mail and BIMI, and gained complete visibility into their email performance by connecting their Google Postmaster and Microsoft SNDS reports to the Braze Deliverability Center.

In total, IP warming took just under a month to complete, several months ahead of the December deadline, allowing the team to fully warm up to 6 million emails per day while maintaining a 99% delivery rate.

An investment worth making

In addition to completing the strategic migration ahead of schedule, Rightmove experienced some immediate performance improvements. These included:

  • Maintaining a 99%+ delivery rate while confidently sending up to 6 million emails daily
  • 10% uplift in CTR since the migration, compared to their previous provider

Bounce rates dropped by more than 50% (including both hard and soft)—ensuring that more content reaches the correct recipients

This early success provided a great foundation to build on. With fully automated data integration into their existing tech stack, there's no longer a need for manual uploads or human intervention, thereby strengthening collaboration between the CRM and product teams.

Large-volume sends that previously took 4+ hours now complete in just 30 minutes, allowing Rightmove to reach audiences with time-critical messages more quickly. The team has also achieved significant productivity improvements through quicker campaign builds, easy access reporting, and instant segment creation.

Key takeaways

  1. Do the foundational work: Even though the migration timeframe was short, Rightmove’s CRM team worked with Braze Email Deliverability Services to build a thoughtful strategy that applied industry best practices before attempting the migration, enabling the team to create the most seamless customer experience.
  2. Plan for the future: Adopting Braze puts Rightmove in the position to leverage audience data more effectively, and to open new channels and create more personalized experiences beyond email.
  3. Deliverability isn’t “set it and forget it.” Post-IP warming, continuing to maintain strong inbox placement requires ongoing monitoring, list management, and engagement optimization. A proactive, data-driven approach is essential to protect and grow sender reputation over time.