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But even the most data-driven platform can’t be effective if its audience isn’t receiving its messages. When AcreValue’s marketing team realized their emails weren’t even reaching their own inboxes, they knew there was a major deliverability issue on their hands. The domain and IP reputation had hit rock bottom, and finding a solution wasn’t as simple as a quick Google search. That’s when AcreValue turned to Omnisend’s customer success team.
Tackling deliverability issues
“We initially found out about our deliverability issues by accident — our own team wasn’t receiving our emails. That led us to investigate, and we discovered that both our domain reputation and IP reputation were as low as they could possibly be,” says Ethan Rodriguez, Marketing Lead at AcreValue.
At first, the team considered the nuclear option — abandoning their domain and starting fresh with a new one. But after meeting with Omnisend’s experts, they realized a more strategic approach could help them rebuild their sender reputation without drastic measures.
“Omnisend’s team guided us through a much smarter process. Instead of jumping to a new domain, we focused on creating highly segmented audiences to improve engagement. We also moved to a dedicated IP to ensure we were sending from a high-reputation source,” Ethan explains.
The results were undeniable. Within just 2-3 weeks, AcreValue saw a massive improvement in deliverability and engagement metrics:
- Open rates increased from 5-7% to 60-70%
- Click rates increased from 0.2% to nearly 1%
- Website traffic from email grew by 10%
Email campaign results BEFORE
Email campaign results AFTER
Email as a key driver of website traffic and engagement
AcreValue is a SaaS business, so its email marketing strategy differs from typical ecommerce approaches — for example, it doesn’t include elements like product recommendations. For this company, email marketing plays a central role in keeping customers engaged and driving them to its content. AcreValue’s daily emails serve as a bridge between its in-depth blog posts and its audience, providing digestible insights and linking readers to more detailed articles.
“Our emails always include a short preview of our daily blog content with a direct link to the full post. We also add a clickable image that takes readers straight to the blog,” says Ethan. “It’s a simple structure, but it works. Our audience relies on us to break down industry terms and show them how to get the most value out of our platform.”
Educational email
While direct SEO impact is harder to measure, these email-driven content campaigns have contributed to an overall increase in website traffic. More importantly, they keep AcreValue top-of-mind for its audience, reinforcing the brand’s authority in the industry.
Maintaining list health
As a high-volume sender, AcreValue needed to ensure that frequent email campaigns didn’t come at the cost of a healthy list. Working with Omnisend, it implemented a sunset automation to manage disengaged subscribers while keeping its core audience engaged.
“We’ve learned that sending a high volume of emails is only sustainable if you’re targeting the right people,” Ethan explains. “With Omnisend’s help, we built a sunset automation that re-engages inactive subscribers while keeping our active audience highly engaged.”
Sunset automation
Its sunset automation is triggered when subscribers meet specific inactivity criteria, ensuring that emails are only sent to those likely to engage. In just the first two months, the automation successfully reactivated nearly 10% of inactive subscribers.
Wrap up
Beyond the immediate improvements in deliverability and engagement, Ethan credits Omnisend’s customer support and platform features for making a lasting impact on AcreValue’s marketing efforts.
“The most valuable part of working with Omnisend has been the customer support. Their team has been instrumental in guiding us through solutions that we simply couldn’t find elsewhere. From segmentation strategies to deliverability fixes, they’ve been there every step of the way,” he says.
Looking ahead, AcreValue is planning to expand into SMS marketing with Omnisend while continuing to refine its email strategy. With new campaigns in the pipeline, they’re confident that Omnisend will remain a crucial part of their marketing stack.
