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The collaboration with Selligent by Marigold and Degetel enabled Tape à l’Œil to streamline its targeting strategy, reduce email volume, and engage more effectively.
"Thanks to the partnership with Selligent by Marigold and Degetel, my team and I continue to improve our CRM strategies in service of marketing and operational performance. This is how we offer our customers the best possible experience."
After the Apple Mail privacy update (iOS 15), open rate measurement became unreliable. For TAO, Apple Mail accounted for 60% of all opens, many of which were false signals. Despite rising open rates, real engagement was falling.
Working with Degetel and Selligent by Marigold, Tape à l’Œil reimagined its email strategy, focusing on real engagement rather than inflated open rates. The platform’s flexibility and cross-channel capabilities enabled the team to move quickly from insight to execution.
The collaboration with Selligent by Marigold and Degetel enabled Tape à l’Œil to streamline its targeting strategy, reduce email volume, and engage more effectively.
After the Apple Mail privacy update (iOS 15), open rate measurement became unreliable. For TAO, Apple Mail accounted for 60% of all opens, many of which were false signals. Despite rising open rates, real engagement was falling.
With email performance declining, TAO needed to identify truly active customers.
Objectives:
Working with Degetel and Selligent by Marigold, Tape à l’Œil reimagined its email strategy to prioritize genuine engagement over inflated open rates. The flexibility and cross-channel capabilities of the platform allowed the team to move quickly from insight to execution.
Selligent served as a central data hub, giving TAO a unified 360° view of each customer and helping them identify profiles where activity was limited to unreliable Apple Mail opens.
To strengthen segmentation, TAO enriched its targeting with additional behavioral signals, including website activity captured through the Selligent Site module, app opens and clicks tracked via the mobile SDK, and transactional data from both online and in-store purchases.
The team then designed two distinct journeys to validate their new approach: one for customers with strong cross-channel engagement and another for customers whose only activity was Apple Mail opens.
Within just 15 days, the new engagement-based model was live and tested over the course of a month, allowing for rapid validation and rollout.
The collaboration with Selligent by Marigold and Degetel enabled Tape à l’Œil to streamline its targeting strategy, reduce email volume, and engage more effectively.
This performance shift helped the brand move beyond misleading open rates and focus on genuine customer interest, driving stronger results with fewer sends.
With over 15 years of experience in multi-channel campaign activation, Degetel supports clients across the full marketing automation chain, from strategic consulting and audits to CRM tool selection and operational rollout. Their expertise spans initial journey setups and template creation to long-term optimization. Degetel has partnered with Selligent for over a decade, serving clients across various industries, including media, travel, and retail.
