Fixing the inbox problem: The path to a higher sender score

The Challenge

A national telecomms client that we've worked with for a number of years and provide deliverability services to, were proactively alerted by ourselves to a significant decline in their "Sender Score" - a critical metric for email reputation.

This drop started to lead to increased email rejections, adversely affecting their communication with customers and overall business operations.

Our Approach

To address these issues, we implemented a comprehensive strategy:

1. DMARC implementation on subdomains: We extended DMARC policies to all relevant subdomains to enhance email authentication.

   
   

2. DNS best practices alignment: Identified and implemented additional DNS adjustments to align their infrastructure with current best practices.

   
   

3. Legacy configuration resolution: Addressed the outdated practice of using the same domain for both their sending IP and secure microsite, providing guidance to modernize this setup.

   
   

4. IP rewarming & monitoring: Established a daily monitoring process to manage and rewarm their IP, stabilizing their Sender Score.

   
   

5. Database health & sending strategy: Engaged in discussions about database hygiene and batch email sending, leading to improvements in their email marketing strategy.

The Results

• Sender score restored: Returned to the upper 90s and has remained stable.

• Reduced rejection rates: Emails are now consistently reaching inboxes with minimal rejection.

• Improved deliverability: Overall email performance has significantly improved, increasing customer engagement and response rates.

• Future-proofed infrastructure: Updates have ensured their email system is aligned with current best practices, reducing future risks.

Conclusion

By addressing technical gaps and refining the clients email infrastructure, we successfully restored and stabilized their email deliverability. This project also facilitated ongoing improvements in database management and sending practices, ensuring long-term success.

Need to improve your email deliverability? Let’s talk.