RinggitPlus had already earned the hard part: a large, engaged subscriber base and content its audience wanted. Yet across high-volume campaign sends, a share of those emails was being sorted into the Promotions and Spam folders before a subscriber could decide for themselves – quietly capping how much of the list each campaign actually reached.
For a comparison platform, where engaged clicks back to the site sit at the top of the funnel, that placement gap mattered. Working with Netcore, RinggitPlus addressed it directly – not by reworking content, but by improving where emails landed. Using Netcore’s Inbox Visibility Optimization [NIVO] engine for Primary inbox placement, a cleaner sender identity, and sharper subject lines, the brand turned existing demand into measurable engagement. Results were confirmed within the first 17 days.
RinggitPlus is Malaysia’s leading financial comparison platform, launched in 2013 and headquartered in Kuala Lumpur. It helps Malaysians compare and apply for credit cards, personal loans, insurance, and home loans, simplifying complex product data into clear, actionable choices. The platform holds a market-leading position nationwide – around 7 in 10 Malaysians compare financial services on RinggitPlus – and is operated by fintech company Jirnexu, which has served roughly 1.5 million customers over the past 11 years.
In 2024, Jirnexu acquired competitor comparison site CompareHero Malaysia, strengthening its lead in the market. It’s in-house technology and chatbot integrations, streamlines the journey from comparison to application
Malaysia’s financial comparison space has matured over the past decade, expanding steadily within a consolidating market. As banks increasingly reach digital-savvy consumers through these platforms, engaged returning traffic is central to how a comparison site earns its keep – and email is one of the most direct ways to bring that audience back, but only when it reaches the inbox. With inbox placement tightening industry-wide (the global average sits near 84%, per the Validity 2024 Email Deliverability Benchmark), placement itself became a real performance lever for a high-volume sender like RinggitPlus.
RinggitPlus set out to improve email performance across every campaign. The goals were clear:
The problem. RinggitPlus had already solved the hard part: a large, engaged subscriber base and content that audience wanted. But at high send volumes, ISP algorithmic filters were quietly routing a share of every campaign into Promotions or Spam before a single subscriber had the chance to decide for themselves. The emails were arriving. They just weren’t landing anywhere anyone would look.
The insight. The constraint wasn’t demand, and it wasn’t content quality — both were already strong. It was infrastructure operating below the surface: a standard corporate sender profile, generic promotional copy hooks, and periodic retrospective audits instead of real-time optimisation. None of it was built to actively influence inbox placement as it happened. For a comparison platform where every engaged click is a step toward a bank conversion, that invisible ceiling was the real growth opportunity – not new content, not new campaigns, but the reach the brand had already earned and wasn’t getting credit for.
The starting point was a clear diagnosis: RinggitPlus had the audience and the content, but a share of its emails were being sorted into Promotions and Spam before subscribers saw them. Fixing that meant working at the level of inbox placement itself – which is what Netcore’s NIVO engine is built for.
NIVO – Netcore’s Inbox Visibility Optimization Programme – is an AI-powered programme that works to place emails in the Primary inbox rather than the Promotions or Spam folders, where customers actually look. Its proprietary AI infrastructure continuously reads and optimises the sender-reputation signals mailbox providers use to decide where an email lands, and keeps adjusting as mailbox behaviour changes. It runs as an ongoing programme rather than a one-time setting, so placement holds as sending patterns and provider algorithms shift. For RinggitPlus, that meant addressing the real constraint on engagement – visibility – rather than reworking content that was already strong.
The programme came together in four stages, rolled out across all active campaign types at once.
1. Baseline – Diagnostic and audit
Netcore analysed historic performance across every campaign to set Pre-NIVO benchmarks for open rate, CTR, delivery, and unsubscribes, giving every later change a clear line to measure against.
2. Identity – Sender setup
Before NIVO went to work, the sender itself had to earn trust. RinggitPlus moved to a clean, humanised sender identity (diana@ringgitplus.com) to build credibility at the mailbox level – the groundwork that makes sustained Primary placement possible.
3. Activation – NIVO and subject intelligence
With the sender established, NIVO was activated across campaign types at once, moving campaigns into the Primary inbox. Alongside it, subject lines were sharpened with AI — high-relevance, audience-specific hooks tested through A/B variations to find what earned opens and clicks from the RinggitPlus audience. Placement got the email seen and the subject line earned the open; the more customers opened and clicked, the stronger that placement held.
4. Scale – Continuous monitoring
Because inbox placement is something to hold rather than win once, Netcore tracked sender health, bounce rates, and engagement weekly — keeping placement steady across campaign types and volumes, and protecting list health as sending continued.
Once emails reached the Primary inbox, the engaged base responded – and each metric maps to a business outcome RinggitPlus set out to achieve.
Visibility restored → more clicks back to the site. The clearest proof that placement, not content, had been the constraint:
+121% relative lift in click-through rate (0.33% → 0.73%) – the same content, now seen, drove more than twice the click rate.
+13.3% uplift in unique clicks – more qualified traffic returning to RinggitPlus.com from every send.
Better placement and relevance → higher opens. Sender reputation and sharper subject lines lifted how many people opened in the first place:
+11.3% relative open-rate uplift (+3.52pp absolute, 31.12% → 34.64%) – a stronger top of funnel across all campaign types.
Reach gained without churn → protected list health. Growth in engagement didn’t come at the cost of the list:
−90.5% drop in unsubscribes – list churn practically eliminated, protecting long-term deliverability and the value of the base.
A repeatable engine, not a one-off fix. Beyond the individual metrics, the work established a sender-and-subject approach that applies across every campaign type, and shifted monitoring from periodic audits to continuous, always-on tracking – so the gains hold as volumes grow.
With placement holding steady across campaign types, RinggitPlus can turn its attention from fixing visibility to building on it – applying the same approach to new campaigns and seasonal moments as send volumes grow, and treating dependable Primary-inbox reach as the baseline rather than the goal. As the platform continues to expand within a consolidating market, email stays a reliable route back to the site – one the team can keep sharpening rather than rebuilding each cycle.
Bennet Oon
CRM Marketing Specialist, RinggitPlus“Netcore quickly rolled out this feature, helping our emails land right in the primary inbox. Our click rates went up instantly, proving the content lacked visibility before this.”
