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Email marketing is one of the major channels they use when reaching out to their customers. They had started experiencing a significant drop in orders and revenue due to deliverability struggles like high spam folder placement, low open rates, and ISP blocking. Every small issue led to a bigger one.
As a first step towards repairing their sending reputation, Maropost started to analyze their email list by creating multiple segments using different criteria: 'opened in past X days' and 'clicked in past X days.' These segments indicated their email address list had 90% inactive contacts that didn't interact with any call to action – neither opened nor clicked their messages in several months (6+ months to be exact).