Campaign Operations
Eloqua
A global manufacturing enterprise with more than 21,000 employees needed to restore email deliverability across nine active sending domains. The programme eliminated delivery failures on key domains, improved domain reputation and established a repeatable framework for long-term inbox placement.
Marketing emails were reaching spam folders, being rejected or failing to arrive altogether.
A global manufacturing enterprise relied on nine active email domains to support marketing communications. Over time, deliverability performance deteriorated across several domains. Invalid email addresses regularly exceeded 25% of lists, domain authentication was inconsistent and some domains developed reputation problems severe enough to trigger blacklist concerns.
The issue was larger than email content alone. Shared or incorrectly configured DKIM settings, uneven sending volumes and inconsistent inbox placement across providers created a fragmented sender reputation landscape. Marketing teams could not confidently predict whether campaigns would reach inboxes.
Stakeholder pressure increased as delivery performance declined. The architecture supporting email delivery had become difficult to govern consistently across domains, regions and teams.
The objective was to address deliverability at every layer, from data quality to domain reputation.
The project deliberately tackled the full deliverability ecosystem rather than focusing on a single cause. Reputation issues rarely originate from one setting alone. They emerge when data, infrastructure and sending practices drift apart.
The biggest improvement was confidence. Marketing teams gained reliable inbox placement, clearer visibility into domain health and a process for managing deliverability proactively rather than reacting to problems after campaigns launched. Governance became more structured, whilst leadership gained visibility into the factors influencing performance across domains.
The team stopped troubleshooting delivery problems. They started managing deliverability as a system.
Before the programme, inbox placement varied across domains and providers. Teams regularly dealt with reputation issues, spam placement and delivery failures without having a consistent framework to address the root causes.
The remediation programme improved performance at every layer. Cleaner databases reduced sender risk, authentication standards improved trust and controlled sending practices helped rebuild reputation over time.
Several domains demonstrated clear recovery. One domain reached high reputation status with no delivery errors, whilst another reduced delivery failures from more than 90% to zero and achieved inbox placement across Microsoft environments.
Monitoring and governance ensured the improvements could be maintained. Teams gained a repeatable operating model covering data quality, authentication, send cadence and content reviews.
A deliverability framework covering data quality, authentication, content and governance restored inbox placement, eliminated major delivery failures and reduced future reputation risk across nine active domains.
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