Feebbo Digital, a Spanish digital marketing company, grew email revenue by 250% after a deliverability recovery that addressed the root cause of its underperformance: emails that were being sent but not reaching inboxes. Data Innovation ran a full infrastructure audit, cleaned the contact list, built dedicated IP infrastructure, and optimized campaign configuration. The result was a measurable revenue increase driven entirely by improving inbox placement on volume that was already being sent.
Challenge
Feebbo Digital had an established email marketing operation with a meaningful subscriber base and regular sending cadence. Revenue from email campaigns was consistently below what the list size and send volume suggested it should be. The marketing team’s assessment was that creative performance or offer structure was the problem. The actual problem was inbox placement.
A significant share of emails were landing in spam folders or being silently filtered before reaching the inbox. From the sender’s side, sends appeared to complete normally. Delivery confirmations came back from the MTA. But opens, clicks, and conversions were depressed because the audience never saw the messages.
The root causes were typical of companies that scale email sending without corresponding infrastructure investment: a contact list with accumulated invalid, dormant, and high-risk addresses, a shared IP infrastructure with inconsistent reputation, and authentication configurations that were present but not enforced.
Approach
Data Innovation began with a full infrastructure audit covering sending configuration, authentication records, bounce history, complaint rates, and IP reputation across major mailbox providers.
The contact list was cleaned in two stages. First, addresses with hard bounce history, spam complaints, and long-term inactivity were removed from active sending. Second, remaining addresses were run through deliverability risk scoring to identify high-risk domains and catch-all addresses that carry contamination risk. Feebbo Digital’s sendable list was smaller after the cleanup, but the deliverable quality was substantially higher.
Dedicated IP infrastructure was built to replace the shared pool. IP pools were sized and structured to match Feebbo Digital’s actual sending programs, with separate pools for different campaign types. A warmup schedule was executed with daily monitoring of engagement signals and ISP-level feedback.
Authentication was brought to current standards: SPF tightened, DKIM keys rotated, DMARC moved to enforcement with reporting activated. Campaign sending schedules were optimized to maintain consistent daily volume within warmup parameters, avoiding the spikes that trigger ISP throttling.
Results
Following the infrastructure rebuild and list cleanup:
- Email revenue increased by 250% from the same commercial programs.
- Inbox placement rates improved substantially across the major Spanish and international mailbox providers relevant to Feebbo Digital’s audience.
- The cleaned list, while smaller in raw contact count, delivered higher engagement rates across opens, clicks, and conversions.
- The dedicated IP infrastructure gave Feebbo Digital sender reputation that it owns and controls, independent of other senders on shared pools.
The 250% revenue increase came from no new campaigns, no new creative, and no new offers. It came from fixing the infrastructure so that the campaigns already being sent actually reached the people they were supposed to reach. Deliverability is a revenue problem before it is a technical one.