The Challenge
Reworld Media manages a portfolio of 50+ digital publications across France and Southern Europe, each with its own subscriber list and sending domain. Inbox placement rates had degraded to below 70% across several key titles, driven by accumulated list hygiene debt and inconsistent IP configuration.
The Approach
Data Innovation audited all sending domains and IP pools, identified the highest-risk subscriber segments using engagement scoring, rebuilt the list hygiene process using verification APIs, and reconfigured the MTA routing to isolate low-engagement traffic from the primary IP pool.
The Outcome
Inbox placement recovered to above 88% across all titles within 60 days. Unsubscribe rates dropped by 34% as a result of improved segmentation and reduced frequency for disengaged subscribers. The list hygiene process is now automated and runs before every major send.
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