Hi,
Recently, a client approached me saying they had acquired a new website for their business group and needed to transfer the old email marketing infrastructure to their Martech (marketing technology platforms):
- Amazon SES
- Sendgrid
- FunnelKit (WordPress)
We made the necessary configurations, including handling bounces and spam complaints, following FunnelKit’s instructions for SES and Sendgrid/Twilio. (This point is crucial to ensure that recipients who bounced or generated spam complaints are removed from future campaigns, maintaining a healthy list with good deliverability.)
Since the FunnelKit tool accepts only one webhook source for bounces and spam complaints, we prioritized notifications from Amazon SES.
During the migration, when checking the sender reputation of the newly acquired domain in Google Postmaster Tools, we noticed it had a low reputation, probably because the previous owner failed to follow good email marketing practices.
Therefore, we avoided sending new campaign blasts from the new domain and worked on recovering the domain’s reputation using Warmy for about a month.
The result was the recovery of the main domain’s reputation to average:
And the subdomain associated with sending marketing campaigns already started with a high reputation.
Now, the client has an email infrastructure properly configured and optimized for good email deliverability.
However, if they fail to follow good email marketing practices, their reputation could be harmed, and email deliverability could be degraded.
Therefore, following best practices and focusing on content that generates engagement with your recipients is very important.
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If you want to optimize your email deliverability and have at least 1,000 subscribers on your list, schedule a conversation using the agenda below.
Until next time,
Fabrício
