Hi,
Today, I bring a case study on email deliverability recovery.
The client sent me the following message by email:
Message sent by email by the client.Hello, I need help with the deliverability of my email newsletter.
Since January 30th, my open rate for my warm leads (people who have opened at least one of my emails in the last 7 days) has dropped from 24% to 5%.
I believe the change came with some modifications to ActiveCampaign (my email platform). Until then, emails were sent through their server. With these changes, emails started coming from my domain and IP.
I need to understand more about deliverability. I want to return (and even increase) the delivery and open rate that I had.
Therefore, I would like to know about your consultancy. Can we schedule a call tomorrow (Tuesday)?
Relevant information:
– I currently use Active Campaign’s system to send emails.
– All my subscribers came after opting in.
– I perform an automatic cleanup (removing non-openers from the last 30 days) and a manual cleanup, removing those who opted in but never opened any campaign in 7 days.
What caught my attention in the case was the bold approach of removing those who opted in but did not open any message within seven days.
Talking to the client, I understood it was due to their astrology business. Of course, it made all the sense! A company that works with information with a “shelf life of one day” needs bold management. The “product” is more perishable than many foods 🙂
The diagnosis was a lack of email authentication settings and best practices of list subscriber segmentation based on engagement.
The subscriber list was well-segmented, and the sending volume was high (over 500,000 emails daily).
Before the changes in the ActiveCampaign platform (due to changes by Google and Yahoo in February 2024), messages were signed by the ActiveCampaign domain.
With the changes, they started being signed by the client’s domain, and deliverability dropped sharply.
At the beginning of February 2024, we consulted on email authentication and deliverability optimization.
We implemented authentication standards such as SPF, DKIM, and DMARC. We evaluated email list management practices, such as removing inactive addresses and enhancing subscriber engagement.
Moreover, we used Warmupinbox as automation to speed up the recovery of their reputation as a sender.
Check out the results!
Evolution of domain reputation recovery:
Evolution of spam rate:
The evolution of DKIM, SPF, and DMARC authentication rates:
Visual comparison of campaign performance before/after (the subscription plan lacks a consolidated view):
Disclaimer: Some links I share are affiliate links. You won’t be charged extra for clicking and buying through them, but I may receive a commission. I only endorse websites and products I trust and use personally.
If you have questions regarding email deliverability and automation, comment below and I will reply.
Cheers,
Fabrício
