UK SaaS Brand Restores Inbox Placement to 99% in 30 Days

The client is a fast-scaling SaaS company serving mid-market and enterprise customers, where email plays a central role in both outbound prospecting and lead nurturing. As a key channel for driving demos and maintaining pipeline flow, consistent inbox placement is critical. However, email performance had begun to decline sharply. Campaigns were increasingly landing in spam folders across major providers, engagement rates had dropped significantly, and the sending domain had developed a poor reputation. Despite strong messaging, the channel was no longer delivering results. The business needed to restore deliverability quickly to avoid further impact on pipeline and revenue.

The email programme faced a combination of technical and strategic issues that were limiting its effectiveness. Inbox placement had fallen below acceptable levels, with a large portion of campaigns failing to reach recipients. The sending domain had been flagged with a weak reputation, further reducing deliverability across key providers. Authentication protocols such as SPF, DKIM and DMARC were either misconfigured or incomplete, and no structured warm-up process had been followed. At the same time, campaigns were being sent to broad, unsegmented lists, including inactive contacts, which increased bounce rates and spam complaints. Low engagement reinforced negative signals, creating a cycle of declining performance and reduced campaign impact.