From a Tanked Deliverability Score to a Healthy 77 — How We Revived Email Performance
The Challenge
This sports nutrition brand’s email marketing was in critical condition. Their deliverability score had plunged below 25, landing most emails in spam folders instead of inboxes. With thousands of outdated, unengaged subscribers—and an international audience that wasn’t aligned with their shipping policies—they were burning cash on a bloated list, paying for contacts who would never buy.
Email health is like a brand’s credit score: poor hygiene means fewer customers see your emails, leading to lower revenue and wasted ad spend. Our mission was clear: turn this neglected channel into a consistent revenue driver.
The Strategy
✅ Deliverability Rescue
Our first priority was getting out of the red zone (sub-25). We took a crawl-walk-run approach, starting with the most engaged segment—those who had clicked in the last 15 days—to rebuild trust with inbox providers. Gradually, we expanded to larger segments while closely monitoring open rates, click-through rates, and spam complaints.
✅ Aggressive List Cleaning & Segmentation
With hundreds of thousands of outdated or international emails—many of which couldn’t even buy the product—we conducted a deep dive. We suppressed disengaged users and removed inactive profiles, cutting the list by nearly half. This move saved on unnecessary Klaviyo fees and ensured every email reached a real potential customer.
✅ Strategic Campaign Cadence
To reestablish brand presence in inboxes, we implemented a high-frequency campaign strategy—sending 3–4 emails per week to the most engaged segments. This consistent approach built engagement, reduced spam complaints, and increased open rates.
✅ Flow Optimization
Flows—like the welcome series and cart abandonment—are the backbone of e-commerce email revenue. But flows only work if deliverability is healthy. We rebuilt flows with better design, messaging, and targeted triggers, ensuring every subscriber received relevant, high-converting messages.
The Results
Deliverability Score improved from below 25 to 77 (a “Good” rating)
Inbox placement improved significantly, with strong lifts in open rates and click-through rates
List size reduced by nearly half, saving on fees and focusing on quality over quantity
Revenue from email flows grew steadily, with healthy engagement and conversions
The email channel transformed from a liability into a consistent revenue driver
The Takeaway
A clean list and a healthy deliverability score are non-negotiable for any brand serious about email marketing. This case proves that fixing deliverability isn’t a quick fix—it’s a comprehensive strategy that prioritizes quality, consistency, and the long-term health of your email program.