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Hearth & Grain · Home & Living · 4 weeks
Rescuing deliverability for a home goods store
Emails were landing in spam. A focused deliverability programme restored inbox placement and brought open rates back within a month.
12% → 47%
Campaign open rate recovery
-82%
Spam complaint rate
+39%
Campaign revenue per recipient
The challenge
Open rates had collapsed from the mid-forties to around 12% after months of sending to an unengaged list on a shared sending domain. Gmail was routing most messages to spam.
What I did
- Set up a dedicated sending domain with SPF, DKIM and DMARC correctly configured.
- Created a warm-up schedule that started with the most engaged 30-day openers and widened gradually.
- Built sunset and re-permission flows to clean out inactive profiles respectfully.
- Set up a reporting dashboard to monitor inbox placement and engagement by mailbox provider.
The results
Inbox placement recovered in under a month, complaint rates dropped sharply and — because messages reached real inboxes again — revenue per recipient rose significantly.