Have you ever lost a deal or a client because an important email landed in spam? What happened?
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I've heard stories in the last 4 years as an email deliverability consultant that surprised me and sometimes scared me at the fragility of email, and how easily just one factor can severely hurt your business. Here's a few examples:
Client who was a recruiter lost 2 deals worth $50K in 2 weeks because their client never saw their email in time because it landed in spam
Large NetSuite ERP provider had a sales rep sending 50K cold emails a month using Gmass from his primary company email address which tanked the deliverability of the entire company
Large industrial parts wholesaler had someone spoofing their domain which tanked their deliverability
Curious to hear what some of you have experienced and what you did to resolve it?
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Had a whole sending identity go to spam, and it was nothing technical.
The address I send my own newsletter from used to open at 50 to 61%. I went quiet for about a year, came back, and fired off promotional subject lines two and three in a row. December was 33.7%. By May it was 9.6%.
SPF, DKIM and DMARC passed the entire time. What was burnt was reputation on that domain and that local part, not authentication, so there was nothing in DNS to fix.
Fixing it meant manufacturing engagement. One route only, nothing mixed in. Start with the 146 people who had actually clicked something before, not the whole list. Two or three sends a week, no promotion in them at all, each ending on a question so people reply. Then in early August I ran a giveaway campaign, which is what produced opens, clicks and replies at volume.
I had a test account receiving every send and logging where it landed. Still SPAM on August 31st. INBOX on September 1st, and it has stayed there every send since. So roughly four weeks from the campaign to the inbox.