Deliverability first. Revenue followed.

The problem

They had spent years buying email lists and blasting them, and email revenue had slid for six straight months with inbox placement quietly down to 71%. Nobody on the team had connected the drop to deliverability; everyone assumed it was just the offers or the creative that had stopped working.

The gap

Inbox placement had fallen to 71% and was still dropping. The best-designed email in the world earns nothing sitting in a junk folder, and the real problem was never the creative, it was deliverability.

The fixes

• Deliverability rescue: authentication cleanup, a warm-up schedule and a sunset flow that retired 40k dead addresses
• Engagement-first sending: campaigns start with the 30-day engaged core and expand outward
• Back-in-stock SMS for the chronically sold-out hero leggings, with sized waitlists per SKU
• Community drop calendar: launches as VIP moments instead of sitewide noise

The result

Inbox placement recovered to 98%, campaign revenue rose 89%, and every send now earns 3.2× what it did, on the same list, with the same products, just working infrastructure.