How Zillow achieved a 161% increase in email open rates
Better deliverability, smarter segmentation, higher engagement.
The Challenge
Zillow's email program was underperforming. Open rates were stagnating, and a growing portion of emails were landing in spam folders. With millions of property alerts sent daily, even small deliverability improvements translate to significant revenue impact.
The Solution
Dedicated IP infrastructure. Bird provisioned dedicated sending IPs with automated warming to build sender reputation.
AI-optimized send times. Machine learning determines the optimal send time for each recipient based on historical engagement.
Advanced segmentation. Dynamic segments based on property preferences, search behavior, and engagement patterns.
The Results
161% open rate increase. Dramatic improvement in email engagement across all property alert types.
99.7% inbox placement. Virtually all emails reaching the primary inbox, not spam or promotions.
“The improvement in our email performance was immediate and dramatic. Bird's infrastructure and AI optimization transformed our property alerts from an afterthought to a primary engagement channel.”