Our client, a well-known AI-enabled sales engagement platform, struggled to reach the inboxes of Microsoft Office365 and Google Workspace users.
The Team
In a truly collaborative effort, the team at Email Industries joined forces with the client’s technical and deliverability teams to tackle this challenge head-on.
This collaboration required several experts from Email Industries, including our Head of Deliverability, to overview the project, present the findings to the client, and recommend improvements. Our team also included:
- Our Deliverability Team Lead supported Microsoft remediation and extended Microsoft report investigation and analysis.
- A Senior Deliverability Consultant responsible for configuring a demo mailbox, and conducting inbox placement tests, investigating the findings, and preparing reports for presentation.
- A Deliverability Analyst who investigated the inbox placement results.
Email Industries’ Approach
We first established a clear plan for improving the client’s email deliverability. Specifically, we gave ourselves 5 weeks to complete 3 different testing and remediation phases.
Email Industries’ experts suggested the following scope for this project:
- Inbox placement tests
- Header and HTML code analysis
- Infrastructure asset reputation checks
- Results of the Analysis Findings (document and presentation)
Once this part was completed, we realized more could be done. In turn, the scope extended to:
- Microsoft remediation
- Regular strategy meetings
- Extended Microsoft report analysis with details of message transport
- Custom header information analysis to improve Google inbox placement
Answering the Client’s Needs
Based on feedback from the client, their biggest issue was going to spam with Office365 and Google Workspace.
“We tested several different content combinations across a variety of mailbox providers and spam filters, as well as enabling, disabling tracking, and images to replicate the potential issues the client’s customers might have been experiencing.”, says Ozgur Tekin, a Deliverability Consultant at Email Industries.
As a result, the first custom header information inserted by the client was changed. It turned out that a word from the custom header info was causing issues with Google. After the fix, their customers started seeing significantly better results.
The remaining challenge was related to Office365, requiring us to dig into the detailed message logs from Microsoft. Ultimately, we found that the default footer text was the main reason for spam placement.
Because this text was set as the default, most of their clients were using it, and it might have left some content fingerprint with Office365 that was triggering their filters. When the footer text was changed to something unique, tests started to inbox with Office365 as well.
Results of the Collaboration So Far
Our team improved the client’s custom header, which improved deliverability at Google. We also provided them with a detailed report with the findings of our tests and recommendations on how to improve footer texts that helped clear up the issues at Office365.
Improve Your Email Deliverability with Email Industries
Are you struggling with similar challenges in your company? Our team is ready to support you in improving your deliverability and email marketing efforts. Whatever requirements you may have, we’ve got you covered. Contact our deliverability experts so that we can understand your challenges better and suggest solutions.
Founder and CEO of Email Industries