One of my favorite Marketing Mysteries started with a client whose email deliverability had been struggling for months.
There wasn’t one creepy bug to squash. We had to look at the whole picture: sending infrastructure and authentication, audience quality and engagement, segmentation, cadence and volume, templates and content, and sender reputation — then rebuild the approach in the right order.
Using Braze, we created a controlled warming strategy: starting with the right audiences, carefully increasing volume and cadence, continuously monitoring performance, and adjusting along the way.
Six weeks later, the IPs were successfully warmed, and they were sending at scale again. 🎉
The client described it as a magic trick. 🪄
Sadly, no magic involved — just a lot of clues, a clear strategy, careful execution, and knowing that deliverability is never just about hitting “Send.”
Although I’ll happily keep the magician reputation. 🎃
