Email deliverability fix for Tallow & Twine
Recovered inbox placement after a sudden drop into spam folders. A case study by Amara Nwosu, Lifecycle & Email Marketing Strategist.
Challenge
Open rates at Tallow & Twine, a home fragrance brand, fell from 38% to 12% in a month. Emails were landing in spam at Gmail and Outlook.
Solution
I fixed authentication, cleaned the list of inactive and risky addresses, warmed up sending with engaged segments and set up monitoring with postmaster tools.