For leaders managing monthly volumes in the millions, email is no longer just a marketing channel – it is a logistics operation. The complexity of managing reputation, infrastructure costs, and data hygiene scales non-linearly. What works at 100,000 sends often breaks at 10 million.
At Data Innovation, we have observed a consistent friction point across Southern Europe and the Americas: companies often confuse their CRM Strategy tool with their Delivery Infrastructure. Understanding the distinction between these two layers is critical for any organization looking to scale without sacrificing deliverability or budget.
The Enterprise Paradox: Great Tools, Delivery Blind Spots
Many of our enterprise clients – global brands comparable to Nestlé, Fnac, or Danone – operate on robust legacy stacks like Salesforce Marketing Cloud, Adobe Campaign, or Oracle. These platforms are exceptional for orchestrating complex customer journeys, managing multi-channel logic, and maintaining a “single source of truth.”
However, they often lack granularity when it comes to the “last mile” of email delivery: Reputation Management and Data Hygiene.
For these enterprise giants, the solution is not migration. It is illogical to migrate a global FMCG brand off Salesforce just to improve email deliverability. Instead, the strategy is infrastructure-agnostic optimization. Learn more about Scaling Human Touch in Luxury Retail with AI.
We work on top of existing stacks to provide the specialized data layer that generalist ESPs miss. This involves:
- VDMS (Virtual Deliverability Management System): Implementing rigorous monitoring that isolates delivery issues by ISP and segment, independent of the ESP’s internal reporting.
- Advanced Data Hygiene: Running proprietary cleaning algorithms (checking for spam traps, hard bounces, and bot activity) before the data enters the sending pipeline.
- BrandExpand: Optimizing sender identity and BIMI protocols to ensure brand trust translates into inbox placement.
The result is that the marketing team keeps the workflow they know (Salesforce/Adobe), but the organization gains the deliverability performance of a specialized boutique sender.
The Mid-Market Pivot: Escaping the “Rent-Seeking” Model
Conversely, for high-volume mid-market challengers – such as scaling DTC brands or large publishers sending 1M+ emails/month – the challenge is often economic efficiency and control. These organizations are often trapped in “per-contact” pricing models with providers like Mailchimp or HubSpot that penalize growth.
For this specific tier, we deploy a custom Multi-MTA architecture. Learn more about Scaling Personalization with CDP Implementation.
By leveraging open-source marketing automation (specifically Mautic) connected to a rotating array of high-reputation IPs (via Amazon SES, Mailgun, or SendGrid), we allow these brands to:
1. Drastically reduce CPM: Moving from SaaS markup pricing to utility pricing.
2. Isolate Reputation: Using specific IPs for transactional, marketing, and re-engagement streams to prevent cross-contamination.
3. Own the Data: Ensuring full portability and ownership of subscriber interaction logs.
This is not a fit for every enterprise, but for high-volume senders where the ESP bill has become a secondary P&L line item, it is the only viable path to sustainability.
Data Innovation: The Agnostic Partner
Whether you are a global enterprise requiring an intelligence layer over your Salesforce instance, or a high-growth challenger needing a custom Mautic + Multi-MTA build, the core requirement remains the same: Data Quality.
Our approach is defined by adaptability. We do not force a specific technology; we force a specific standard of data integrity.
About Data Innovation: We are experts in email infrastructure and data hygiene for high-volume senders. We help global brands optimize their existing enterprise stacks and assist mid-market leaders in building custom, high-efficiency sending architectures.
If you are ready to audit your sending architecture or optimize your current deliverability strategy, let’s discuss the right configuration for your volume.
Contact us to review your infrastructure
Let’s talk today https://datainnovation.io/en/contact/!
Inspiration: Virtasant