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 teams’ needs.

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 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,” said Maria Vasiliev, Product Lead at Burson.

With Sinch Mailjet, Burson standardized email communications across its global 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. Burson 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.

“Mailjet gives us the perfect balance of global standardization and local adaptability,” Maria said.

With a scalable, data-driven email solution in place, Burson is empowering its teams to drive higher client engagement globally.