The deadliest killers are often overlooked

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Most growing ecom brands have a deeply annoying concern that is also the most important.

This is something they wish they could track (but can’t) and just hope it doesn’t decline…

…because they know for a fact, it’s gonna take the entire business downward with it. 

We wish it was something as major as revenue, but it's the simple email deliverability.

Something that most growing businesses may not even pay that much attention to unless it’s alarming.

Because once it is…

It starts cutting down chunks of revenue as most of your target audience might not even be seeing your email in their inbox.

Well, it’s their main inbox. The ‘primary inbox’. The one (and only one) they care about.

And that is exactly what happened to 123Presets.

An e-commerce brand that sells digital photography presets.

In the late summer of last year, when they were using a different email service, they noticed their open rates plummeting.

However, by the time they realized their emails were ending up in the ‘spam folder’, it was already too late.

It was only months later that they actually noticed it, once they saw the revenue going down. Significantly.

And that’s the thing about deliverability.

By the time you realize the problem, the sales have already been taking a huge hit.

However, to fix a problem, you first need to find its cause. And that’s what they did.

After realizing that ‘audience engagement was no longer an option, their CSM looked for any issues with the domain itself, and there it was:

123Presets was using the same domain for email marketing, customer support, and outbound outreach.

To be quite frank:

This is a common practice amongst most growing ecommerce brands considering it’s the most cost-effective move.

However, what happens when you mix everything together…

You might end up damaging not only your email deliverability…

But also your sender’s reputation.

Because ISPs may consider your behavior suspicious and decrease your reputation score.

Problem is:

It’s harder than an uphill battle to restore this ‘email reputation’. Because all you can do is wait.

But as a growing business, you can do anything but wait around for the reputation to organically reset.

You need an effective immediate solution (that works).

And that’s what Omnisend did.

Within the span of months, after fixing 123Presets’s deliverability, their:

• Their Rev 2Xed

• Avg click rates skyrocketed by 600%

• Avg open rates grew by 62.3%

But how?

Sometimes, starting over is way more effective than waiting around for recovery.

But what if you can do both?

That’s what Omnisend advised.

While 123Presets stopped using the old domain, letting it organically recover…

They created a new domain to start fresh, improve their deliverability, and appear more professional to their customers.

They signed up on 2 new sub-domains:

One for campaigns

And another for automation workflows

This ensures, in case one of the two sub-domains experiences any deliverability issues (like the old one)...

They still have the 2nd one with healthy deliverability.

Now, your sender reputation is determined by whether the inbox provider (Gmail, Yahoo, etc) thinks your emails are valuable or not.

If it does approve of them, that’s when they’re sent to the potential customer’s primary inbox.

And the key to this is to make sure the right people are getting the right email.

The ones that are specifically relevant to them. So that they actually engage.

Indicating the inbox provider that the emails are valuable and that people are interested.

However, rather than just relying on technical solutions…

They were also encouraged to send emails based on customer behavior.

And they did that with Omnisend’s essential automation workflows and signup forms.

They also improved their emails by introducing a brand new look based on best practices, including the menu, social proof, clear CTAs, social media, and customer support contacts.

This encouraged the readers to engage with the email itself multiple times.

Hence drastically improving 123Presets’s sender reputation, deliverability, and of course at the very least, doubling their revenue itself.

Not to mention, they caught up to this momentum just in time for black Friday, which only fed more fuel to the ‘revenue fire’.

So if you not only want to improve (or maintain) your email deliverability and sender's reputation, time and cost-effectively…

But easily keep track of them 

(so that you don’t have to wait for the ship to start sinking to know there is a hole in there)

You can start for FREE :)