{"id":7182,"date":"2022-11-14T14:52:58","date_gmt":"2022-11-14T14:52:58","guid":{"rendered":"https:\/\/intch.org\/blog\/?p=7182"},"modified":"2025-03-07T09:01:09","modified_gmt":"2025-03-07T09:01:09","slug":"how-to-improve-email-deliverability-and-get-more-traffic-e-commerce-case-study","status":"publish","type":"post","link":"https:\/\/intch.org\/blog\/how-to-improve-email-deliverability-and-get-more-traffic-e-commerce-case-study\/","title":{"rendered":"How to Improve Email Deliverability and Get More Traffic: E-commerce Case Study"},"content":{"rendered":"

Hey! My name is Mohsin Farooqui \u2014 Founder & Chief Inboxing Strategist of Inboxing Maestro<\/a>, where I help permission-focused email senders get to the inbox, and turn emails into a major revenue source, through my 4-phase inboxing growth framework.<\/span><\/p>\n

Let\u2019s see what the framework is in an example of a case study.\u00a0<\/span><\/p>\n

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\n The best experts in one app.<\/span>\n

Don't wait to be added to connections, start chatting right away.<\/p>\n <\/div>\n Try it<\/a>\n <\/div><\/div><\/div>\n

Customer Summary: <\/b>Online furniture & home decor seller in India that has more than 8 million+ happy customers across 500+ cities.<\/span><\/p>\n

Problem Statement<\/b><\/h2>\n

The main focus for the client was to acquire more customers and increase customer retention \u2013 and for retention, email was their most preferable channel of choice.<\/span><\/p>\n

But, as their client list was growing, they started facing some serious deliverability & reputation challenges at Gmail for their multiple sending domains because of the following reasons:<\/span><\/p>\n

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  1. Lack of proper subscriber onboarding & preference capture mechanism – unsecured web forms & single opt in acquisition method<\/span><\/li>\n
  2. Going against the best email sending practices: inconsistency with sending frequency, sudden spikes in email volumes, poor planning, and sending heavy image-based emails with blacklisted image hosting domain URLs in content.<\/span><\/li>\n
  3. Poor list acquisition & housekeeping practices lead to high bounce rates (~8%) and low engagement (OR: ~4.5% | CTOR: 3%)<\/span><\/li>\n
  4. High spam complaints and low engagement because of the high frequency of emails to new subscribers<\/span><\/li>\n
  5. Most importantly, they had no visibility in monitoring deliverability & reputation insights.<\/span><\/li>\n<\/ol>\n

    Below were the snapshots of their reputation health:<\/span><\/p>\n

    \"Domain

    <\/p>\n

    \"IP<\/p>\n

    \"Smap<\/p>\n

    Solution: increasing consistency in email delivery and traffic<\/b><\/h2>\n

    To fix the problem, the 4-phase inboxing growth framework was used. The phases are: build, Reach, Engage & Impact.\u00a0\u00a0<\/span><\/p>\n


    \"4-phase<\/p>\n

    Phase 1: BUILD<\/b><\/h3>\n

    During the first phase it\u2019s important to establish a strong foundation for email deliverability for the brand. It all starts with an audit assessment to analyze the data sources, past campaign performance campaign management process, email configuration, authentication, sending distribution, content strategy, and to identify common patterns and behaviors that must be avoided to encounter the deliverability challenges.<\/span><\/p>\n

    After the audit, the work with clients starts and it includes:\u00a0<\/span><\/p>\n